Vicinity: NFTree

The national Vicinity Centre Group, a retail property group, launched a campaign in Australia to give back to the arts community in a meaningful way, and create a phygital spectacle to mark the festive season.

For the state of New South Wales, 2021 felt like groundhog year as Sydneysiders experienced snap lockdowns, prolonged restrictions and an isolated way of life due to new waves and variants of the coronavirus spreading across the state. This return to the ‘new-normal’ of lockdown instilled fear in bricks-and-mortar retail and shifted shopper behaviours, while also further wounding the Arts community's livelihood.

Part of the national Vicinity Centre Group, The Galeries (shopping centre) - as the name denotes - has had a long connection to creativity across fashion, design and the arts more broadly, via store curation, marketing activities and...

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