Royal Victoria Place has picked up a prestigious award in recognition of the community-inspired art project it commissioned to celebrate the shopping centre’s 21st anniversary.
The centre fought off nearly 30 rivals to be awarded the overall winner in the ‘cause-related’ category at the Purple Apple Marketing Awards.
Titled Victoria At 21, the winning art project involved the creation of a giant photo-mosaic portrait of Queen Victoria over the course of 18 months by the leading British artist Helen Marshall.
Now on permanent display in the centre, the collage features over 3,500 photographs created by local schoolchildren at educational workshops and submitted online by the public.
The ‘cause-related’ category was made in recognition of ‘an innovative marketing activity’ created from a partnership between a centre and a not-for-profit organisation.
Speaking on why the RVP centre had been selected to receive the award, a member of the judging committee said it was because of the ‘impeccable implementation’ and delivery of the campaign ‘over a concentrated period of time’.
They added: “The Royal Victoria Place team clearly put a considerable amount of thought into the planning of this community campaign in terms of the artist selection, customer engagement and grand reveal activity – which were all very well delivered.”
Marc Burchett, Marketing Manager of Royal Victoria Place and organiser of the project, thanked Helen Marshall and all those who had contributed, adding: “We are delighted and very proud to have been awarded a Purple Apple Award as this builds upon the success of our previous wins in 2013 and 2014.