Chadstone recognised on the global stage at ICSC MAXI Awards

Chadstone has been recognised with five awards at the International Council of Shopping Centres (ICSC) Global MAXI Awards in Las Vegas, one of the industry’s most prestigious global marketing honours.

Selected from just 68 finalists worldwide, four Chadstone campaigns were awarded across key categories, securing one Silver, three Gold, and the coveted ‘Best of the Best’ title for Lost + Found with CJ Hendry.

This recognition reflects the strength of Chadstone’s approach to marketing. Each campaign brought together cultural relevance, creative execution and commercial focus, delivering experiences that resonated with customers and strengthened Chadstone’s position as a leading lifestyle destination.

These awards reflect the creativity, dedication and collaboration of the Chadstone marketing team, supported by centre management and teams across the business. Together, they continue to deliver experiences that go beyond traditional retail, driving visitation and meaningful commercial outcomes.

The Market Pavilion Launch  

Silver, Launch

The launch of a world-class food and lifestyle destination, The Market Pavilion, marked a significant milestone in Chadstone’s evolution.

The campaign focused on bringing the precinct to life through a strong launch narrative, showcasing its premium offering and positioning it as a destination in its own right. Retailers were part of the launch, showcasing what makes The Market Pavilion special including the spaces for immersive food experiences, from exclusive tastings to masterclasses some of the country’s most exciting chefs and producers.

It drove strong awareness and visitation, supporting both customer engagement and retailer performance.

Hello Kitty at Chadstone

Gold, Experiential

Chadstone partnered with a globally recognised brand to deliver an immersive Hello Kitty experience that captured attention across generations.

The campaign, which aligned with the 50^th anniversary of the pop-culture icon, leaned into nostalgia, play and shareability, creating a highly engaging in-centre activation that encouraged visitation and social amplification.

Comprising of a Hello Kitty pop-up café, a 9-metre-tall custom sculpture by renowned Australian graffiti artist, Sofles, limited offers, spend to wins, school holiday activities and pop ups, Hello Kitty fever took over Chadstone and delighted thousands of fans.

By blending entertainment with retail, the experience strengthened emotional connection with customers while delivering measurable impact for participating retailers.

Teddy Bear Hospital Winter Check Up

Gold, Community

The Teddy Bear Hospital campaign brought a purpose-led, community-focused experience to life, designed to support families and create moments of connection during the winter period.

Centred around a playful and reassuring concept, the activation encouraged children to ‘care’ for their toys while parents engaged with the broader centre experience.

The campaign reinforced Chadstone’s role as a community hub, delivering strong engagement and building goodwill with customers.

Lost + Found with CJ Hendry

Gold, Integrated and ‘Best of the Best’

In collaboration with internationally recognised artist CJ Hendry, Chadstone delivered Lost + Found, an ambitious multi-site art experience that transformed the centre into an interactive cultural destination.

The campaign brought together art, retail and entertainment through large-scale installations and participatory experiences, inviting customers to engage in new and unexpected ways.

By positioning Chadstone at the intersection of culture and creativity, the campaign achieved global recognition, earning both Gold in the Integrated category and the overall ‘Best of the Best’ award.