Digital-outdoor media provider Val Morgan Outdoor (VMO), continues to grow its screen network footprint within the retail sector, exclusively securing the outdoor media contract for major commuter hub and newly transformed Rhodes Central, in Sydney.

Over the past few months, the bustling commuter hub and shopping centre has been brought to life through a large-scale urban renewal project that has taken two decades to get off the ground. The new $2.5 billion-dollar town centre has undergone an immense and grand transformation into a vibrant, contemporary residential community comprising of convenience retail and services, including the area’s only Woolworths supermarket, health and wellness services, and a destination dining precinct.

Developer, Billbergia has master-planned and created Rhodes Central

Advertisers can now access nine of VMO’s next-gen screens within multiple high traffic locations including Bamboo Lane, the new dining precinct inspired by the streets of Singapore to Shanghai, which houses one of VMO’s impactful large format screens sitting at over three metres in width.

Anthony Deeble, Chief Commercial Officer of The Hoyts Group and VMO says “Rhodes Central is a major win for VMO. As this key centre continues to develop, and with the addition of the new residential towers, the area is bound to continue growing. Advertisers and brands now have even more opportunity to connect with highly valuable audiences on the best screens in one of the most sought-after commuter locations across Sydney.”

As with all partnerships, VMO worked closely with Rhodes Central to find the best screen solutions across the centre, and Kirsty Taylor, Chief Operating Officer of Structure Retail Management comments on the experience, “Rhodes Central was designed with a unique aesthetic and the team at VMO were very responsive when it came to finding solutions that suited the design of the centre. The premium ‘look and feel’ of the VMO screens was a perfect fit for the centre. The collaboration with VMO meant that we were able to find the best solutions for the locations identified including suspending a screen from the architectural feature in our new dining precinct Bamboo Lane.”

Bamboo Lane, Rhodes Central

Paul Butler, Managing Director of VMO adds “One of our key objectives when working with centres is to provide completely tailored solutions to ensure our screens are in the best possible locations within the centre environment. We’re so pleased that VMO’s high quality, attention capturing screens were the right solution for Rhodes Central, and to now offer advertisers the opportunity to make an impact at this premium location.”

The Rhodes Central shopping centre is home to more than 55 shops and services. The retail strategy was developed and executed by Rook Partners: “The new shopping hub provides the Rhodes community with much-needed authentic hospitality options, and reflects the diverse background of the community it serves,” said Adam Sheumack from Rook Partners, who has been working with the developer, Billbergia, on this project since 2018.

This once industrial precinct is now a vibrant multicultural suburb. With more than 1,500 people recently moving into Billbergia’s newest residences and over 12,000 people now living within walking distance of this new shopping centre.