I’ve been creating new content that goes beyond the usual “here’s a shop, here’s a sale” vibe. Think:

• 🎥 Reels that show the energy of the mall as it evolves

• 📸 Behind-the-scenes posts that reveal what’s really happening during the development

• 😂 Entertaining footage that brings personality and fun to the brand

The goal is simple: help people feel connected to the space, not just visit it.

As the mall upgrades and new spaces open, I’ve been using social content to keep the community in the loop – showcasing progress, sneak peeks, and what’s coming next. It means locals aren’t just hearing about the changes, they’re watching them unfold.

Every piece of content is designed to pull people a bit closer – to the shops, to the stories behind them, and to the future of Richmond Mall as a hub for locals. It’s about information, yes, but also about connection, excitement, and a sense of “this is our place”.

A big focus has been humanising Richmond Mall – showing the people behind the stores, the teams working on the new spaces, and the real moments that happen here every day. It’s about shifting the mall from “just a shopping centre” to a place with stories, faces, and character.

On top of the storytelling, I’m also highlighting in-centre promotions, store offers, and seasonal specials – making it easy for the community to see what’s on, what’s new, and where the best deals are. The content is designed to both inform and entice, turning online interest into in-person visits.