intu, the owner of some of the UK’s largest and most popular shopping centres,  is set to launch its first national campaign to celebrate spring / summer fashion.

Following on from the success of intu’s first national Christmas TV ad, ‘come and play’, this latest campaign will see intu curate styles from retailers across its centres, bringing up to the minute high street fashion to its customers in a friendly and accessible way.

Called the ‘Style Garden’, the campaign, which will launch at the Nottingham shopping centres in March and April, combines a digital installation with a live fashion show with a difference, and will be rolled out at each of intu’s 15 branded shopping centres next month.

The installations have been created to stimulate all five senses in an immersive experience designed to showcase the season’s trends, and will feature original video content to inspire intu’s customers and drive sales for its retailers.

Nicola McCabe, marketing manager at intu in Nottingham, said: “Spring/summer fashion is important for both our customers and our retailers. We’ve used our national scale to really get to understand what our customers want and our research tells us the latest fashion trends are often presented in a way that makes it difficult for them to choose what’s right for them. So we’ve decided to do something different this year and deliver spring/summer fashion with the signature intu twist.”

The Style Garden will launch at intu Broadmarsh on 19 April at Listergate Square and at intu Victoria Centre’s South Square on 22 April.

Fashion-forward shoppers will also be able to enjoy free fashion shows at intu Victoria Centre on 29 and 30 April which will feature brands from John Lewis and House of Fraser and showcase the latest trends from Superdry, Dorothy Perkins, Topshop and many more as the Style Garden is brought to life.  The live fashion shows coincide with Nottingham Fashion Week, taking place across the city.