Bashful has brought out international celebrity Nicole Richie to launch the MidCity Style Space.

With the endorsement of Richie, the agency aims to relaunch and reposition MidCity as a style space rather than a shopping centre.

Bashful co-owner Simon Bookallil says: “It’s a coup having one of the worlds biggest style icons to open such a new and exciting retail space."

“We believe that we’ve tapped into the most effective way to gain interest around the relaunch for MidCity. It’s a tried and tested formula – but celebrity is a great way to get a message across to people and as MidCity’s new Style Space channels the essence of style and sophistication, who better to help communicate this than Nicole Richie,” he added.

Richie's arrival forms the final part of Bashful’s campaign that has encompassed a rebranding and repositioning from a shopping centre to a style space.

Bashful managed the advertising and communications strategy, including magazine placements, city flags/banners and a style guide distributed through out the city.

After three years of redevelopment, MidCity is the first new retail destination on show as part of Sydney CBD's retail transformation.
The second and final stage of the Style Space will include: Bardot, Sheike, Hype DC, Jurlique, Peter Alexander, Rodd & Gunn, Wittner, Oxford, Pink Zebra, Sunburn, Sunglass Spectacular, TS14+, Uscari and Verses.

General manager of marketing Lend Lease retail, Michael Dockery says: “We wanted a big idea to put MidCity style space on the map and get everyone talking. We are very excited to have Nicole Richie here for the opening.”