Project Type
Retail Strategy, Concept Development & Brand Activation
Location
East Village Shopping Centre
Timeframe
December 2020 – March 2021
Project Overview
Hills & West partnered with Mirvac to pilot WeShow, an innovative retail concept designed to open premium shopping centre space to emerging brands — spaces that are typically unattainable due to long leases, high fit-out costs, and financial risk.
WeShow was created to challenge traditional retail models by offering short-term, flexible, and affordable access to physical retail within Mirvac shopping centres, removing many of the barriers that prevent small and emerging brands from entering major malls.
Hills & West was selected as the first pilot partner, helping bring this concept to life through a carefully curated, design-led retail experience.
The WeShow Concept: Opening Retail Access
At its core, WeShow was about democratising retail.
Rather than asking brands to adapt to rigid leasing models, the concept was designed to adapt to brands, particularly those that were digital-first, emerging, or Australian-made.
The model offered:
Short-term occupancy in premium shopping centres
Flexible commercial structures, including subscription and revenue-based options
Shared, modular fit-outs to reduce upfront costs
Design, visual merchandising, and marketing support from Mirvac
This approach created a low-barrier entry point into physical retail, allowing brands to test, learn and grow without long-term risk.
The Hills & West WeShow Pilot
As the pilot partner, Hills & West worked closely with Mirvac to:
Translate a digitally native brand into a physical retail environment
Curate and showcase 20 Australian-made brands across lifestyle, accessories, and interiors
Design a retail space that felt considered, adaptable, modular catering to many verticals and commercially viable
Demonstrate how emerging brands could thrive within a major shopping centre setting
Located at East Village Shopping Centre in Sydney, the store became a proof of concept for how physical retail could be reimagined, not as a barrier, but as an opportunity.
Outcomes & Impact
The pilot delivered strong results for both Hills & West and the broader WeShow concept:
13,000+ new customers engaged with the space over 12 weeks
300% uplift in sales during the pilot period
126% increase in profit, validating the commercial viability of the model
Clear evidence that emerging brands can succeed in premium mall environments when access barriers are removed
The success of the pilot directly informed Mirvac’s decision to expand the WeShow concept across multiple centres.
Media & Industry Coverage
Ongoing Relevance
While the WeShow pilot was delivered in Australia, the thinking behind it continues to shape Hills & West’s work today — from retail activations and pop-ups to brand-led spatial strategy and concept development across markets including Singapore.
At its heart, this project reflects a belief that good retail should be accessible, flexible and thoughtfully designed — especially for emerging brands finding their way into physical space.
