Lunar New Year is an important cultural event which is recognised annually with celebrations showcasing time honoured rituals, music, art and food. It starts on the first new moon of the lunar calendar and ends during the first full moon 15 days later.
Lunar New Year is becoming an increasingly key time in the retail calendar as many brands and retailers embrace the celebrations. On Friday 31 January, Rundle Mall celebrated Lunar New Year and the Year of the Rat by bringing the Mall to life with a series of activations, pop-ups and installations.
A 4m high lantern installation was positioned at the east end of the Mall at Pulteney Street to welcome visitors to the Mall. This stunning entry statement adorned the Mall with colour and light as traditional lanterns hung over-head, creating an impactful moment and the perfect photo opportunity for those entering and leaving Rundle Mall.
Pop-Up Food Hub
A food hub popped up under the Gawler Place canopy, giving retailers the opportunity to come out onto the Mall and join in with the celebrations and festivities. Chai Time, Hokkaido, Soonta, Love Stephy and Yummy Wheel Cart all came out into the hub, providing them a fantastic opportunity to increase their brand awareness and engage with thousands of shoppers who were in the Mall for the celebration. The space was dressed with traditional cherry blossom trees and a musician played traditional music to entertain shoppers and passers-by.
At key times throughout the day, the Mall came alive with traditional lion dancers and musicians, who moved throughout the length of the Mall, visiting and blessing retailers along the way. Key retailers who were involved included Haigh’s Chocolates, Jurlique, Secrets Shhh, Ted Baker, Sephora, Pandora, Koko Black, Jo Mercer and Adidas.
God of Fortune
During the celebrations Rundle Mall was visited by the ‘God of Fortune’, who handed out red envelopes filled with chocolate gold coins. To encourage foot traffic into store and support Rundle Mall retailers further, Haigh’s provided 10% off vouchers and a $25 Rundle Mall gift card was placed into 10 envelops, redeemable at any store or service within the Precinct.