CLUB ROYALE

THE BRIEF

Conceptualise & deliver a month-long event to support Chadstone’s extended trading hours on Saturday and Sunday evenings, and enhance Chadstone’s profile as an entertainment precinct.

THE IDEA

Inject some sophisticated fun into Chadstone with a series of interactive precincts including a pop-up bowling alley, high-end retro arcade, and skill testers, with over $200,000 of prizes on offer from some of Chadstone’s most sought after retailers.

THE RESULT

Over 12,000 people participated in Club Royale over 4 consecutive weekends. Each precinct ran to capacity 100% of the time, thousands of prizes from Chadstone retailers were distributed, and over 10,000 people signed up to Chadstone’s database. The feedback from patrons was extremely positive, with many returning on multiple evenings.


Club Royale consisted of 3 precincts throughout the shopping centre. Attendees could visit each precinct, participate in the activity, and have a Loyalty Card stamped at each location for their chance to win 1 of 5 $1000 Chadstone gift cards.

CLUB ROYALE BOWLING

Club Royale Bowling saw the installation of a high-end pop-up European bowling alley. Members of the public could step up and try to score a strike or a spare for prizes.

CLUB ROYALE ARCADE

A world of sophisticated retro fun, the Arcade featured classic arcade and pinball games. Punters could earn tickets by playing the games and trade them for Chadstone prizes.

CLUB ROYALE HOUSE OF SKILL

The House of Skill was an enclosed hexagon featuring skill tester machines full of prizes from Chadstone retailers on the exterior, and a special skill tester on the interior with a major prize.

District Agency conceptualised, created, and delivered the Club Royale brand and activation, and were responsible for the event build, production, and onsite management of the event.