Oakridge is a high-end fashion and lifestyle shopping centre in Vancouver, in the heart of one of the city’s most affluent neighbourhoods. The centre enjoys some of the highest sales per square foot in Canada. But as the competition with new luxury entrants heated up, Oakridge was feeling the pressure to bring more into its marketing mix. A complete repositioning spoke to Oakridge’s unique value, with a clear statement: Only Oakridge. This led to a cultural collaboration with the National Gallery of Canada, strategic programs to connect with Oakridge’s affluent and worldly target shoppers, and numerous in-centre events to bring new life to the shopping experience – and to the Oakridge neighbourhood.