So excited to be opening our first Hills & West store with over 15 Australian, handmade artisans. It has truely been a dream of mine since the start and I hope you enjoy discovering the beautiful pieces curated for East Village.
Read more about how the partnership with MIrvac came about and what’s instore from this Saturday!
MIRVAC’S NEW RETAIL EXPERIENCE LAUNCHES WITH AUSTRALIAN HANDMADE COLLECTIONS
Thanks to the latest development in retail shopping from award-winning leaders of innovation, Mirvac, Sydneysiders can now experience the best lifestyle products and accessories from over 15 Australian designers for the first time at East Village from Saturday 12 December.
Hills & West East Village at East Village Shopping Centre will be the first program of Mirvac’s new retail-as-a-service, WeShow. An industry first in Australia the concept allows online pureplay brands a sustainable and dynamic entry point into a physical shopping experience for the first time, so shoppers can experience their products in person.
Hills & West designer and founder, Aisha Hillary-Morgan will deliver a collection of premium Australian goods from the best artisans across this country; some of whom have never showcased their products in the physical retail space. From lingerie to beauty, activewear to leather goods, perfume and homewares, customers can expect an ever-evolving exhibition of luxe items to purchase for gifts or for themselves.
Physical stores provide retail brands the ability to showcase their products and engage more deeply with their audience. Consumer research has shown the benefits for retailers of operating across both the online and physical retail channels in an integrated way. Opening a new physical store is proven to increase online spend for a brand within that new store’s trade area.*
Hills & West East Village will launch a complimentary online store to mirror its first physical destination at East Village, both housing the collection of Australian handmade lifestyle products and accessories.
Sydneysiders can expect a redefined shopping experience that delivers excitement, variety and difference, while Hills & West and over 15 other participating Australian brands will gain exposure to a highly engaged community of shoppers from East Village, and during the busy Christmas period.
The revolving retail space will deliver a changing collection of brands and new product and each participating artisan maker is committed to delivering limited and often one-off handmade pieces, ensuring guests can expect something new each time they visit the East Village pop-up. Beyond the shopping experience, customers will have access to the designers to hear the stories behind the products through a program of workshops and meet and greets, both in-store and digitally.
“We are excited to deliver the first pilot of our new retail concept, WeShow, in partnership with Hills & West to East Village next month,” Kelly Miller, GM Retail, Mirvac.
“Creating a fresh, new and exciting customer experience is always our priority at Mirvac Retail and this new venture will deliver on that. The new flexible design fit out is making the most of a retail tenancy in the shopping centre, while providing an ever-changing shopping opportunity for the customer. Best of all, they will have new and unique access to the best in Australian design and talent, allowing them to truly buy and support local over summer.”
Hills & West celebrated its fifth birthday this year and it has long been a dream of designer Aisha Hillary-Morgan’s to bring her online vision to the physical retail space. The partnership between Aisha and WeShow is truly authentic with Mirvac sharing her commitment to supporting Australian made.
“The versatility and functionality of the WeShow modular fit out is allowing me to custom-fit the store experience to ensure each individual brand stands out within the space. It is completely flexible and mobile so the in-store look can change weekly. I look forward to providing a fresh new journey and offering for our customers,” says Aisha Hillary-Morgan.
“Each maker who has partnered on this wonderful all-Australian initiative shares my philosophy of premium local, sustainable craftsmanship and timeless luxury. I can’t wait to share their stories with the local community at East Village and hope shoppers from across Sydney will come past to support and buy local over the coming months.”
