Our team is almost entirely female with one brilliant male team member in the mix. Each person brings their own experience, perspective and passion to the industry. So we asked a few questions about their roles around International Women’s Day and what the day means to them and their thoughts on their job role in the industry.

Chloe Keith

Managing Director

On International Women’s Day, what does being a woman shaping destinations and communities mean to you?

To me, shaping destinations is about more than just driving footfall; it’s about creating an emotional connection between a space and the people who use it. Being a woman in this industry means bringing a perspective rooted in empathy and community. Whether it’s seeing a destination through the eyes of a parent with two young children or as someone who genuinely loves the ‘experience’ of shopping and socialising, I feel a responsibility to ensure our spaces are inclusive, vibrant, and welcoming.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

I love that in destination marketing, no two days are the same. One day we’re strategising brand repositioning, and the next we’re on the ground at a client event.Women bring a unique 360-degree view to placemaking. We are frequently the primary users of these spaces – the shoppers, the event-goers, and the ones seeking out those must visit places in a place. This allows us to influence spaces by focusing on the details that truly matter: accessibility, safety, and the magic of an emotionally engaging experience. We don’t just see a shopping centre or retail park; we see a social hub where memories are made.

What advice would you give to the next generation of women who want to build their careers in destination marketing?

My biggest piece of advice is to be your authentic self – personality is absolutely key in this industry! Don’t be afraid to be hands-on and get involved in every aspect of the marketing mix. I started because of a genuine love for retail and community, and that passion has fueled my journey from a Junior Account Executive to Managing Director.

Seek out mentors and relevant industry networks like Revo where you can share ideas and celebrate each other’s wins.

Finally, always try to see your projects through fresh eyes – stay curious, keep traveling, and never lose sight of the fact that we are in the business of getting people to places they love.

Ella Barker

Marketing & Office Administrator

On International Women’s Day, what does being a woman shaping destinations and communities through marketing mean to you as an apprentice? 

For me, it means realising that impact doesn’t depend on job title. Even as an apprentice, the work I do contributes to the bigger picture. Whether I’m supporting content creation, helping coordinate campaigns or assisting with the day-to-day tasks, I’m part of how a destination is experienced by local communities. Starting my career in this industry has shown me that women at every stage have influence. You don’t have to be in a senior role to make a difference because your perspective and input still matter.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

What I love most is the variety. No two days look the same and I love seeing how all the small tasks and ideas come together to form something much bigger. There’s something really rewarding about knowing that a piece of content or campaign you’ve worked on might encourage someone to visit, explore or feel proud of their local area. I think women naturally bring empathy and awareness into marketing. We consider inclusivity and experience, how people will feel when they visit, and that understanding makes campaigns meaningful and more impactful.

What advice would you give to the next generation of women who want to build their careers in destination marketing through an apprenticeship route?

​Don’t underestimate the power of diving straight in. An apprenticeship gives you real, hands-on experience while you learn, which builds confidence and skills much faster than you might think. Ask questions, be curious and don’t be afraid to share your random ideas even if you’re early in your career. Your perspective is always valuable in teams both big and small. Most importantly, know that there is space for you in this industry. Marketing always needs women who are organised, creative and ready to shape the future of the communities we work with.

Verity Swinscoe-Wigmore

Content Executive

On International Women’s Day, what does being a woman shaping destinations and communities mean to you?

To me, it means moving beyond just ‘pretty pictures’ of a place and focusing on the soul of a community. It’s about ensuring that as we invite the world in and ensuring we are including the heritage and heart of the people who live there.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

I love that no two days are the same. Women have a unique way of weaving ‘feeling’ into spaces, we think about how a sunset, a local market, or an event makes a person feel.

That emotional resonance is what makes a destination unforgettable. 

What advice would you give to the next generation of women who want to build their careers in destination marketing?

​Stay curious and stay authentic. Your unique perspective as a woman is your greatest asset, not something you need to ‘tone down’ to fit into a corporate box.

Kelly Pugh 

Account Executive

On International Women’s Day, what does being a woman working in destination marketing mean to you?

As a woman working in destination marketing, it feels empowering to influence how places are seen and experienced. The stories we tell shape perceptions, inspire travel, and impact local communities,  so there’s real responsibility in getting that right.

For me, it’s about representing destinations in a way that feels authentic, inclusive, and welcoming. Women often bring a strong sense of empathy and awareness to storytelling, thinking not just about how a place looks, but how it feels and who it’s for.

What do you love most about working in destination marketing, and how do women influence the spaces we create?

What I love most about working in destination marketing is the variety, no two projects are ever the same. Every place has its own story, audience, and challenges, which keeps the work creative and constantly evolving.

I really enjoy bringing ideas to life, whether that’s shaping a campaign, refining a brand message, or helping a destination express what makes it unique. There’s something rewarding about seeing a concept move from strategy to something people can actually experience.

I think women influence the spaces we create by approaching them with empathy and awareness. We often think carefully about representation, accessibility, and how different audiences might connect with a place. That perspective helps shape more inclusive campaigns and destinations that feel welcoming to a wider range of people.

As a young woman starting out in destination marketing, what advice would you give to others beginning their careers?

​Back yourself early and take every opportunity to learn – say yes to new projects, ask questions, and gain experience wherever you can. Even at the start of your career your perspective is valuable, and the way you see places, audiences, and storytelling is something only you can bring to the table.

Katie Chapman 

Account Manager

On International Women’s Day, what does being a woman helping shape destinations and communities through your work in marketing mean to you? 

For me, it’s about knowing that the campaigns and experiences I help deliver have a real impact on how people feel about a place. Even as an account manager, I’m part of the team that brings ideas to life, whether that’s through community events, in-centre activations, or engaging content. I’m proud to bring my perspective to make experiences welcoming and inclusive for everyone.

What do you love most about working in destination marketing, and how do women bring unique perspectives to the campaigns and experiences you help deliver?

I love seeing a campaign go from an idea on a brief to something people actually experience and enjoy. Destination marketing combines creativity, strategy, and people, which makes every day varied and rewarding. Women often bring empathy and attention to detail, helping create campaigns that truly resonate with diverse audiences.

What advice would you give to the next generation of women starting out in destination marketing or looking to grow in account management roles?

​Be curious, speak up, and get involved in projects that challenge you. Your perspective matters, and small insights can make a big difference in the campaigns you deliver.

Emma Francis 

Account Executive

On International Women’s Day, what does being a woman shaping destinations and communities mean to you?

For me, it means using my voice to tell stories and plan events that make every customer feel truly welcome. I love working with our amazing female clients to create vibrant spaces that bring people together and help our communities grow.

What is it about destination marketing that keeps you inspired, and how do women uniquely elevate the campaigns and events that define our industry?

It’s the shapeshifting you can do to a place. The transformation of hard work and dedication of turning a location into a destination where people desire going. It’s knowing that what we are doing is making an impact on the communities. Women bring a special touch by focusing on real connection, making every campaign and event feel more personal and thoughtful. Working closely with our amazing female clients sparks new ideas that make our work stand out and truly connect with people.

What advice would you give to the next generation of women who want to build their careers in content marketing?

​Keep experimenting with new and wild ideas. Often the craziest idea is one which will perform well, and just because something you worked hard on doesn’t perform well in terms on stats, doesn’t mean it hasn’t resonated with someone and brought value to your business.

Amy Corcoran

Graphic Designer & Studio Manager

On International Women’s Day, what does being a woman shaping the design industry mean to you?

I think working at Toolbox surrounded by lots of very inspiring and hard working women particularly has been so important for me particularly whilst starting out my career. Ive been taught to be assure of myself and speak up and use my own voice from the moment i got here. And that is something i am driven to pass on to the next generation of designers and help shape the design for the better.

What do you love most about working in the design and marketing industry, and how do women uniquely influence the work we create?

I think the main target audience for my work being retail focused is often women, so being to work from a female gaze myself has been really eye opening. We tend to focus on how a place feels and how it facilitates connection. Being a female myself i hope my own influence ensures the content and design we are putting out is respectful, feels safe and inclusive for everyone.

What advice would you give to the next generation of women who want to build their careers in design?

​Dont be afraid to be loud and take up space in the industry, we equally deserve a place at the top of the table, and the fact that only 11-29% of women holding senior creative director roles is madness. This industry can be demanding, so set boundaries early. You cannot pour from an empty cup, and your best ideas will come when you allow yourself to be creative and live life outside of your screen!

Finally, always try to see your projects through fresh eyes – stay curious, keep traveling, and never lose sight of the fact that we are in the business of getting people to places they love.

Holly Savage

Content Manager

On International Women’s Day, what does being a woman creating content for our destinations mean to you?

I love how women are gaining the confidence to be more themselves online and to actually have fun with it. Content creation has become such a powerful tool in bringing people to our destinations, by transforming products into engaging, playful visuals that truly resonate with audiences, however that may look.

We’ve seen from bigger brands that advertising doesn’t have to be serious or static, it can be creative, expressive, and full of personality. (Colin the caterpillar as an example!) That sense of playfulness is what stops the scroll. Finding the fun side and embracing a feminine touch, whatever that means to each of us, feels incredibly liberating, not just for us now but for the generations coming through.

We don’t have to simply post a picture of a coat anymore. We can step into the coat, and even give a twirl. That shift in storytelling is powerful. We’re grateful to the tenants and Centre Managers we work with for having faith in our wild and wonderful ideas. Not limited to women of course!

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create?

I love immersing myself in a space and uncovering the potential in every corner. I love showcasing what others might overlook, whether that’s a simple product waiting to be discovered or an unexpected detail that can be transformed into something inspiring.

What advice would you give to the next generation of women who want to build their careers in destination marketing?

​I once watched a young boy ask a professional athlete for his autograph. Before signing, he wrote a simple message at the top of the page: ‘Always believe.’ It has always stuck with me. That message feels especially relevant now. We as females are no longer confined to boxes or expectations, we can, and always have been able to, achieve just as much as anyone else in the room. Our perspectives, creativity, and ideas deserve space. So be bold. Be creative. Have fun with what you do. Aim high, even when it feels uncomfortable. And if destination marketing is your dream, go for it because you absolutely can achieve it!

Lydia Swallow

Digital Marketing Manager

On International Women’s Day, what does it mean to you to be a woman shaping destinations and communities through digital marketing?

The way we experience place, whether a shopping centre or a high street, reflects broader social and gendered patterns. These environments are about more than shopping; they are social hubs where people connect, spend time together, and form friendships. For decades, women’s presence and routines have helped shape what makes shopping centres lively and meaningful. In contrast, digital spaces, from software engineering to early internet culture, have historically been male‑centred. For me, it is about bringing the same creativity, community, and energy that women have shaped in physical spaces into the digital world. The goal is to create spaces where women can thrive, contribute, and feel seen and involved, replicating the joy and connection they give to and receive from physical destinations in the digital realm.

What excites you most about using digital channels to promote destinations, and how do women uniquely influence the way we connect people with places online?

Just as women shape the social dynamics of physical spaces, they bring empathy, creativity, and storytelling into digital channels. What excites me most is using digital platforms to amplify diverse voices, build communities, and create immersive experiences that connect people to destinations. Women in digital marketing make campaigns not only technically effective but also culturally and socially resonant, helping the digital world feel inclusive, engaging, and human centred.

What guidance would you offer the next generation of women building careers in digital marketing and placemaking?

​We have seen how diverse voices transform physical spaces, making destinations more inclusive and reflective of lived experiences. Digital spaces benefit in the same way. Following your passion into digital is not just entering a field historically shaped by men, it is about shaping it to be richer, more inclusive, and representative of all communities. Your perspective matters, and it is vital for creating spaces, online and offline, that truly work for everyone.

Saskia Wilson

Digital Marketing Assistant

On International Women’s Day, what does it mean to you as a digital marketing assistant to be a woman helping shape how destinations and communities are seen and experienced online?

As a woman in digital marketing, I feel a strong responsibility to champion representation, promote meaningful connections, and help shape how people experience and perceive the online world. For me, the most important goal is contributing to spaces where people feel seen, heard, and valued.

What do you love most about working in destination marketing, and how do women uniquely influence the spaces we create digitally?

I love being part of a team that brings spaces to life, both in person and digitally. Creating an online experience that feels engaging, intuitive, and genuinely enjoyable, while adding thoughtful features that make people’s lives easier, is incredibly rewarding. Knowing that the work we do can make a real difference in how people connect with places and communities is both motivating and empowering.

I also believe women have the ability to bring valuable and often unique perspectives to digital marketing. Insights that help create more inclusive, creative, fun, and meaningful experiences for everyone.

What advice would you give to the next generation of women who want to build their careers in digital marketing?

My advice to the next generation is not to be afraid of the digital world or how it evolves. As it grows, so do we. There will always be something new to learn and experiment with, and that’s something to be excited about. Storytelling plays a big part in digital marketing. Your perspective matters, especially when it brings empathy, diversity, and authenticity to how brands and communities are represented.

Digital marketing is a dynamic, creative field where no two days are the same, and that constant change and the chance to connect are what make it so rewarding.

Daniella Sharman

Senior Graphic Designer

On International Women’s Day, what does it mean to you to be a woman shaping the graphic design industry and its communities?

On International Women’s Day, being a woman in the graphic design industry means using my voice and perspective to create work that genuinely connects with people.

For me, it’s about building brands and visuals that are thoughtful, strategic, and clear, but also human. Design shapes how people see the world and themselves. I’m proud to contribute to that in a way that’s collaborative, community-driven, and supportive of other women doing the same.

What do you love most about working in the creative industry, and how do women uniquely influence the spaces we create?

What I love most about working in the creative industry is the impact. Design isn’t just decoration, it shapes how businesses communicate, how people connect, and how communities see themselves. I love taking an idea or a vision and turning it into something clear and confident. Seeing a brand come to life and actually work in the real world is the best part.

I think women uniquely influence the spaces we create by bringing empathy and awareness into the process. We often think beyond how something looks and consider how it feels, who it represents, who it includes, and who it might unintentionally leave out. That perspective changes the outcome.

What advice would you give to the next generation of women who want to build their careers in graphic design?

My biggest advice is: believe in yourself and start before you feel completely ready. Confidence grows through doing. Focus on problem-solving, not just making things look good. Strong design is about clear communication and helping people understand something better. Gain voluntary experience wherever you can. It’s a great way to understand how the industry really works, build relationships, and find mentors who can guide you. Build good relationships, be reliable, and stay curious. The creative industry is collaborative, and your reputation matters.

Most importantly, don’t try to copy anyone else. Your perspective is your advantage – and the industry needs more of it.

Ben Hammond

Growth & Performance Manager

On International Women’s Day, what does it mean to you to work alongside women who help shape destinations and communities?

At Toolbox, I am the only man working alongside a team of over 15 women, and above all, we are a fantastic team of excellent marketeers. What is most valuable for me is how their insight enables me to continuously understand their perception and how women experience places differently. This expands into how we approach marketing and messaging. While I can learn about different demographics, how they behave, and what they enjoy, working with a team of women gives me access to firsthand experience and insight into several different core shopping groups.

What impact have women had on your experience working in destination marketing?

I’ve worked in marketing for 11+ years now, and most of the last 7 years have been for Toolbox Marketing – a female-owned and managed organisation. Therefore, the impact has been massive, as all of my experience gained in destination marketing has been while working alongside women who are experts in their field. It has helped broaden my consideration and understanding, and appreciate the experience of diversity in place management and marketing.

In your experience, how does diverse representation improve the places we create?

For me, this is incredibly important – we work in a sector where it’s safe to assume for the vast majority of older destinations that they were considered, designed, and built by a majority male influence. Though nowadays there is certainly a growing female presence in such processes, and in the management of places, there is still plenty of work to be done to ensure that places are curated by groups that are truly representative. 

This diversity brings POV and consideration that may have been missed or overlooked historically. In his book Rebel Ideas, Matthew Syed references the weakness of homogeneous teams and how they suffer from ‘Collective Blindness’ – it’s fair to say that this has been the case in our industry, and by ensuring more diverse representation, by gender and other means, we can better improve and develop places that are truly for everyone.

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At Toolbox Marketing, we’ve supported multiple shopping centres around the country to make the most of their seasonal marketing.

Spring offers a variety of opportunities to create excitement and bring together communities.

National Book Day

📅 5th March

Partnering with bookstores, libraries, or even cafés to host storytelling events, competitions or even author events. These ideas attract families and build strong community connections.

International Women’s Day

📅 8th March

Focusing on women-led stories, showcasing local entrepreneurs at your place and creating campaigns that celebrate women. Perfect for strong community engagement, press coverage and interactions.

Mother’s Day

📅 15th March

It’s her day to shine! From themed photo walls to partnerships with florists, beauty stores, cafés and chocolatiers, a great opportunity to make her feel special. With a combination of social media campaigns and in-person experiences with online promotions will often see strong community support and in-turn footfall.

Easter

📅 5th April

From egg hunts to chocolate promotions, Easter is the perfect time to drive foot traffic and create memorable family experiences. With in-centre decorations, events, and digital campaigns to encourage maximum engagement.

A successful marketing campaign combines in-person experiences with online engagement.

Don’t forget to utilise inspirational blogs, seasonal guides and social posts to highlight upcoming events and promotions.  Team up with retailers and local businesses to create competitions, as well as setting up interactive installations that people want to stop and enjoy. With short offers to encourage urgency and linked to seasonal events, these are a great way to encourage visits to your destination and support the shops within your place.

Top tips for success

Experiential Retail

We’ve observed shopping centres across many seasons and some of our most successful campaigns have linked to experiential retail where the experience matters just as much as the products. Trails, pop up workshops, and interactive areas really generate excitement.

Local Community Focus

Highlighting local businesses and community stories are perfect with local audiences and encourage repeat visits.

Digital Integration

To encourage the support of in-centre campaigns the online content, social media countdowns and interactive promotions need to be at the forefront of promotion.

Family-friendly activities

Spring is the ideal season for families, with events that cater to kids and parents alike that drive footfall and dwell time.

Spring allows for an abundance of opportunities to refresh marketing, engage new audiences, create new community connections and drive footfall.

At Toolbox Marketing we specialise in getting people to places. Specialising in helping destinations across the country to plan, create and execute campaigns that capture the community and deliver measurable results. If your centre is looking to make this Spring unforgettable at your destination we can help turn your ideas into reality.

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At Toolbox Marketing, we’ve spent over 25 years helping retail destinations, leisure hubs and shopping centres turn spaces into thriving communities.

As we look toward the landscape of 2026, the rules of engagement have shifted. From the “death” of the traditional homepage to the return of King Kylie-era glamour, here are the top 10 trends you need to master to stay ahead – whether you’re a brand, retailer or centre marketer.

1. The Homepage is Dead

For years, the homepage was treated as the universal starting point of the digital journey, acting as the front door to a brand and the primary source of website traffic. In 2026, that role is changing dramatically.

User intent has evolved. In the past, people would visit a homepage in much the same way they might skim a newspaper or pick up a magazine, casually browsing to see what was happening and often returning via bookmarks out of habit. Today, behaviour is far more focused and purpose driven. Users arrive with a clear goal in mind and expect to reach the information they need with minimal effort.

Search has become the dominant entry point, with users increasingly bypassing the homepage altogether and landing directly on specific pages that answer their needs. The rise of AI overviews is accelerating this shift. As AI summarises information before a user even clicks through to a website, those clicks now come much further down the funnel. In this context, the homepage is no longer essential to the journey.

For shopping centres, this shift requires moving beyond broad, generic pages and investing in focused, high intent campaign landing pages such as parking FAQ sections, dining guides, and gift guides. Each page should deliver clarity from the moment it loads and guide the user smoothly from screen to centre.

2. Seamless: The Blended Shopping Journey

“Omnichannel” is no longer a buzzword; it’s the baseline. Shoppers expect the navigation to be easy and simple – starting with their social media and website, checking real-time stock on an app, and completing the purchase in-store.

For shopping centres, this means digital platforms and physical spaces must connect. Apps, loyalty programs, parking technology and shopper directories should all work together. If there is friction between your digital and physical presence, you’re losing customers before they even arrive.

3. Increasing visitors through experiences

The question that gets asked often is why should someone visit a physical store when they can buy online? In 2026, the answer is experiences.

Physical spaces shouldn’t just be a place that people pass through, they should become a place that people want to stay in and creating unique moments such as DIY workshops, sensory pop-ups, kids clubs, live styling sessions and community events is a must in 2026.

For shopping centres, these activations:

• Increase dwell time

• Encourage cross-shopping

• Strengthen emotional connection

It’s about giving people a reason to stay long after the purchase is made.

4. Food Over Fashion: The Gastronomy Anchor

Retail hubs are pivoting. We are seeing a massive shift toward small-scale gastronomy and food markets as the primary anchor for shopping centres.

High-quality food draws crowds, spreads risk across multiple smaller tenants, and encourages the “linger effect,” which naturally boosts secondary retail spend. For landlords, this means food courts are no longer support acts – they’re headline performers.

5. The Home: The New Fashion Catwalk

Thanks to “TikTok Haul” culture, interiors have become the ultimate lifestyle statement. We’re in the middle of a massive homeware boom.

Shopping centres can capitalise through:

• Home styling workshops

• Seasonal display zones

• Pop-up brands

• Visual merchandising moments

Expect more stores, expanded lines, and a shift in consumer aspiration from what they wear on their back to what they put on their shelves.

6. Low-Rise is Lo-Returning: Hello 2000s

Nostalgia is a powerful currency. The Y2K cycle is hitting its peak in 2026. Think chunky belts, wedge heels, and the return of the Juicy tracksuit.

Centre marketing opportunities:

• Throwback events

• Retro photo moments

• Tenant trend edits

• Archive-style campaigns

If your retail mix and campaigns don’t tap into this “Sparkle like 2004” aesthetic, you’re missing the Gen Z and Millennial movement.

7. Social Media Drives In-Store Immersion

“Day in the Life” and “New In” content have made in-person shopping social currency again. In 2026, the store becomes the set.

Shopping centres should design:

• Instagrammable installations

• TikTok-friendly activations

• Branded content zones

Shoppers are your voice, your content creators, and your audience becomes one of your most powerful form of advertising.

8. Smart Loyalty = Clearer Marketing Spend

In a squeezed economy, every penny of marketing spend must be justified. AI-powered loyalty programs are providing the precision targeting we’ve always dreamed of.

For shopping centres, this means:

• Behaviour-based segmentation

• Personalised offers

• Visit frequency tracking

• Campaign ROI measurement

Better data allows centre marketers to prove value to retailers and optimise budgets with confidence.

9. Goodbye Minimal: Welcome Back Bold Beauty

The “Clean Girl” aesthetic has left the building. 2026 is the year of maximalist beauty – big lips, layered eyeshadow, warm-toned hair.

Centres can activate this trend through:

• Beauty masterclasses

• Brand takeovers

• Live demos

• Glam stations

The glam era is officially back and beauty retailers should prepare for a surge in high-impact products.

10. 2016 Rewind: The King Kylie Era Returns

Social nostalgia is moving fast. We’re seeing a “2016 Rewind” – early influencer energy and bold, matte aesthetics – but with a futuristic twist.

AI creativity is allowing brands and shopping centres to remix these classic “King Kylie” vibes for a new generation, blending old-school hype with new-school tech through:

• AR filters

• Remix content

• Influencer collaborations

Shaping Tomorrow’s Places, Today

At Toolbox Marketing, we don’t just track trends – we implement them. Whether you’re looking to revitalise a shopping centre through placemaking, boost footfall, support your retailers or sharpen your digital funnel for the AI era, we’re here to be an extension of your team.

Ready to future-proof your retail destination?

Contact the Toolbox team today, and let’s start shaping your 2026 strategy.

This year, the colour that stands out is pink – a colour that speaks love, warmth and connection, a colour that can transform your space and subtly influence shoppers’ moods and behaviours. And we know we’re a bit biased, but we’ve never met a shopping centre that didn’t look better with a touch of pink!

Why does pink work in retail spaces?

Colour isn’t just about decoration – it’s psychology in action. In a retail environment, the right colour shades can make spaces feel inviting, transform the atmosphere, and even increase dwell time.
For Valentine’s Day, the colour pink isn’t just seasonal. Whether it appears in window displays, digital signage, or social media campaigns, the right pink can guide shoppers to key areas in your place, highlight promotions, and make your destination feel like the place to be.

Our team have picked some Pantone pinks they love for Valentine’s, and yes, we’ve snuck our brand pink in here too!

Quick wins to take advantage of Valentine’s Day at your destination

Even if Valentine’s Day is almost here, it’s a great reminder of how simple and thoughtful gestures can transform a shopping centre.

• From balloons and floral arrangements to floor graphics and unforgettable social media moments, we bring décor and displays to life.
• Interactive experiences, such as photo ops and Instagram-worthy installation get visitors involved and excited to share your space with others.
• Coordinating promotions and themed activations with tenants adds an extra spark and keeps visitors engaged.

Even subtle design choices and activations can create a welcoming space that encourages shoppers to stay longer. And whilst Valentine’s Day will be over before we know it, the same logic can be applied throughout the year. 

Our team loves helping centres plan seasonal campaigns and events that keep visitors coming back.

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Sainsbury’s: The Power of Nostalgia  

This is a firm favourite for us at Toolbox Marketing; for many, the BFG’s nostalgia brings back childhood memories. The advert moves beyond product placement to focus on community and togetherness. Through a blend of childhood nostalgia, where fantasies meet everyday. 

Towards the end of the advert, the incredibly powerful line ‘It’s Christmas, we’ll make room’ makes the ad incredibly relatable as many people across the country will come together and make room for friends and family during the festive season. 

Asda Price Wins Over the Grinch!

With 2025 marking 25 years since the Grinch who stole Christmas came to our screens for the first time. Asda have nailed their nostalgic Christmas ad! Set to a brilliant rendition of ‘Let it Snow’, this advert has captured the hearts of the Grinch lovers at Toolbox Marketing!

With the clever focus on ‘Asda Price’ shown within the advert, the Grinch is converted from his cynical ways as he discovers unbeatable value and low prices across Asda’s party food and gifts. This adds a humorous element to the advert and highlights the current financial pressures which consumers are facing. 

Tesco: A relatable, but slightly flat reality check 

This year’s Tesco opted for a strategy which focused on raw relatability, highlighting common, less than perfect family moments under the theme, “that’s what makes it Christmas.” While the situations featured are undeniably relatable, this approach ultimately misses out on the festive charm we all love to see in retailer ads.  

“Puss in Boots” last minute dash round Boots! 

Boots have smashed it this year with their nostalgic advert which reimagines classic fairytale characters. The campaign follows Puss in Boots on his last minute gift hunt for the snow queen’s ball. The ad features strategic product placement, a brilliant story line, dancing and Duran Duran, what’s not to love! 

John Lewis: Capturing the hearts of Dads across the country

John Lewis kickstarted the Christmas season with a truly heartwarming advert which focused on 90s nostalgia and father-son relationships. The ad takes viewers down memory lane, reflecting on the dad’s nightclub days, through to him becoming a father, before flicking back to the current day where the pair hug and reignite their bond. This campaign is incredibly heartwarming and demonstrates how the simple power of music can bring people together. 

From the nostalgia moments captured by Sainsbury’s and Boot’s to Asda’s smart focus on value, and the family moments highlighted by John Lewis, this year’s retail ads truly cover all emotional bases.

If you manage a shopping centre, run events, or work in retail and leisure, you’ve probably started hearing about Martyn’s Law, officially the Terrorism (Protection of Premises) Act 2025. It received Royal Assent in April this year, and while it won’t come into force immediately, it will be phased in over the next two years. 

The aim is simple: to make public spaces safer by ensuring those responsible take proportionate steps to prepare for and respond to terrorist threats.

At first glance, legislation like this might sound daunting, but in reality it’s about being ready rather than red-taped. The law introduces a tiered approach, so what’s expected of you depends on the size of your venue or event. 

Standard Tier premises 

Those with between 200 and 799 people will need to have basic protective procedures in place, such as lockdown, invacuation, evacuation and communication plans. For many shopping centres, restaurants, and mid-sized events, these are sensible measures you may already practice. 

Enhanced Tier venues and events 

Those expecting 800 or more people will need to go further. This means introducing additional security measures like bag searches, CCTV and vehicle controls, as well as documenting their plans and submitting them to the regulator. The golden rule throughout is that everything must be “reasonably practicable” – in other words, proportionate to the size, risks, and resources of your venue.

The law applies broadly to publicly accessible locations, including shops, restaurants, entertainment venues, and events, but with some exceptions such as transport hubs and open-access public parks. Every qualifying space will need a Responsible Person to make sure requirements are met. In a shopping centre, this may fall to the operator, but there’s also a duty to cooperate where multiple stakeholders are involved, ensuring retailers and centre management are working together on joined-up plans.

So how do you prepare without overcomplicating things? 

The good news is you don’t need expensive consultants or a brand-new security team. The focus is very much on planning, training, and culture. Start by identifying which tier your venue falls into and nominating your Responsible Person. 

Review your existing procedures, are staff confident about what to do in an evacuation or lockdown? Then, make use of the resources already available on ProtectUK, the official hub for guidance and updates. Many venues will find they are already doing a lot of what’s required; the key is making sure it’s consistent, documented, and communicated clearly with staff.

In practice, this could be as simple as running a walkie-talkie drill with your security and cleaning teams so everyone knows the code word for lockdown. Or preparing a tenant briefing pack for retailers so their staff know the difference between evacuation and invacuation. Even small touches like clear signage for safe routes or a quarterly tabletop exercise with centre management can go a long way. 

For larger venues, it might mean trialling bag search points at peak times or ensuring CCTV operators know what suspicious behaviour looks like. These are manageable, everyday steps and most venues are closer to compliance than they think.

Ultimately, Martyn’s Law isn’t about scaring people or creating barriers, it’s about building confidence for customers and staff alike. Shoppers, diners, and visitors want to feel safe, and demonstrating preparedness will strengthen trust and reputation. It also honours the memory of Martyn Hett, who lost his life in the Manchester Arena attack, by ensuring lessons are learned and reasonable steps are taken to protect others in the future.

For shopping centres and venues, this is about weaving safety into the customer experience. Safety is the new customer service, and just as we train teams to deliver excellent experiences, we should empower them to keep people safe too. By taking action now, reviewing procedures, building awareness, and engaging your teams, you’ll be ready when the law comes into effect. 

It’s not about creating fear, but about showing customers and communities that your venue is safe, smart, and prepared.

We went to Top Drawer and here’s our itinerary!

When you get offered tickets to Top Drawer, you don’t say no. You go. Jumping for joy, rolling your sleeves up and preparing for the most unforgettable feast for the eyes. I’m sharing our itinerary with you for the day, so read on if you’d like to come with us!

I’m a creative soul, through and through. When I see a colour combo I love or a typography composition that just works, it feels like I’ve just smashed a 10k run. A wave of adrenaline sweeps over me, my heart pounds, and I might as well have downed a triple espresso brown sugar oat milk latte from Starbies.

Amy and I went together. She’s one of our incredible graphic designers and, I don’t think she’ll mind me saying, she shares this exact passion for creativity! We both hopped on the train, trying to act blasé and nonchalant. Spoiler: Pretty sure we failed. So, here’s how our day unfolded…

Our Top Drawer Itinerary

10:30 – We arrived at Stratford and jumped on the Circle Line to Shepherd’s Bush. 

11:00 – We arrived!

11:03 – A carnival of stationery, home décor, candles and fragrances smacked us straight in the face.

12:00 – We were in full swing, meeting and chatting to creators and artists that Amy and I have been swooning over for years. Here are a few of our faves… I’ve linked them below for your pure enjoyment!

Sakina Saidi

Yopandtom

Poet And Painter

Luckyday Press

13:00 – We were peckish for lunch, so we nipped out, grabbed a sarnie and refuelled.

14:30 – My highlight of the day was listening to Martha Brook talk all things content. I slightly fangirled (okay, maybe enormously) and loitered awkwardly for a snap! We caught up on all things notonthhighstreet.com (I used to be a proud partner) and had the loveliest chat. If you don’t follow her already, you must.

15:15 – Amy and I snapped away all afternoon. We were handed paper delights one after another, after another. At around 15:30, it was almost time to leave.

What we loved + what we learnt

By the end of the day, we realised not only had we had the most inspiring time, but we learnt plenty too. Here are my three favourite Instagram discoveries from the day, and what they’re nailing on socials. We can learn so much from these accounts!

Martha Brook – Stationery
Martha is so real and so genuine. She shares her highs, her lows, and doesn’t pretend to be something she’s not. She’s got the likeability factor nailed, and her brand is, well, delicious. Follow her here.

Orange Juice For Dinner
Amy introduced me to this brand and I LOVE how Liberty uses humour and relatability to connect. I kept saying, ‘Oh my gosh, that is so true!’ and ‘Haha, that is so funny and cute!’ while gazing at her fun illustrations. Her Instagram account will fill you with joy here.

Queen Of The Rodeo
This was Jody’s first ever show! She was gloriously humble about her art and visibly nervous, but her whimsical pieces with cheeky charm really stood out. Pastels, gold stars, fluffy clouds, her booth felt simply magical and I didn’t want to leave. She’s still growing but we love her feed. Find whimsy here

(Sneaking in one more…)
Biscuiteers
Need I say more? They gifted us a pink heart biscuit, hand-piped with our names in the centre. Scalloped edge, tiny hearts… the works. The perfect souvenir to bring back to the office. They’re huge in the creative space, and their designs are scrumptious. Their Instagram feed is full of bespoke, delicious biscuits that really do look like art. They’ve worked with the biggest names on the planet, and you can see why here. Bravo, Biscuiteers, and thank you for the bespoke sweet treat! 

Wrapping it up

So there we have it. My dining room table currently looks like the aftermath of a stationery party hangover, and I’d do it all over again to connect with those incredible small businesses.

Amy and I were bursting with joy from start to finish and felt so at home in that spectacularly creative bubble.

We can’t wait for TD 2026! 🎉

As I sit here gazing into the future towards 2026, my mind wanders into the future of my career as a Graphic Designer. When I first started my career 13 years ago, AI wasn’t a ‘thing’, and it is now very much a part of all of our lives. 

If you have worked in the design industry over the last few years, there is a pretty big chance you’ve played around with AI tools. From DALL·E to mock up visuals, Midjourney for a mood board, or ChatGPT to help refine your copy. These tools have naturally snuck into our day-to-day lives, our personal assistants if you will! By 2026, AI won’t just be an assistant – it will play a bigger role in supporting the design process. But even as AI takes on more of the groundwork, the designer still leads the creative direction.

I am a traditional designer and still use AI as an assistant myself, but AI is undoubtedly getting more intelligent, and we’re entering the age of AI-first design. The design process doesn’t have to start with the designer; it can start with AI. Instead of us prompting AI to help refine our ideas, more and more creatives are letting AI begin the process – mocking up the first draft and initial layout, deciding the colour scheme and contributing to the tagline. The designer will still play a critical role, but more as a curator, refining the design and directing. 

Introducing the idea of a ‘zero draft’… Instead of starting with a blank artboard, AI can generate a rough foundation to spark ideas. It’s not a fully-formed design, but a springboard a starting point that the designer shapes into something original, relevant and client-ready.. With a simple instruction brief, AI generates a full layout with suggested colours, typography, including relevant imagery and even writes copy. It’s not a rough sketch, it’s version one! It may not be the final design, but it’s definitely a strong start, and that’s powerful.

This helps design workflows to become faster and more efficient. What used to be a longer process with research and multiple design alterations, starting any job, everything is becoming a lot more compressed. AI may speed up the early stages, but it’s the designer who shapes the concept, makes the creative decisions, and brings the work to life. The human touch isn’t an add-on, it’s the part that makes the design truly work. Designers are shifting from production mode to a strategic mode and are spending more time thinking and refining, and less time on the manual side.

I’m still on the fence for this new age era of design, as I love nothing more than researching and learning before executing the creative – that’s my favourite part! Although this is an exciting time for the progression of AI, the one thing AI cannot do is storytelling, add cultural awareness and bring emotional intelligence and ethics to the table. The designer’s place is not just about executing ideas but adding creative energy. Acting as a filter, the editor is the one responsible for adding that human touch. The designer will still own the visual, but AI will help reach it faster.

This shift in design will definitely come with its challenges. If AI is creating the first draft of everything, it could become a challenge for junior designers to learn the craft. If AI pulls ideas from the internet, who will own the work? And if everything starts looking like a template, where does the originality come from? I think these are the most important questions to consider and to remind everyone that technology doesn’t just change how we design, it challenges us to think about why and who we’re designing for in the first place.

Ultimately, AI isn’t about replacing creativity or designers, it’s about re-shaping the process so designers can spend more time where it really matters: solving problems, telling stories, and creating work that feels human. AI isn’t going anywhere, and it’s not about competing with it but embracing it and collaborating with it to guide it and to make sure our work still feels human and relatable to the client and the brief. The best designers in 2026 will be the ones who learn to embrace these tools without losing their own creativity and making sure that the creative outputs look like something only the human mind could come up with. So if you find yourself with an AI draft as your first concept, take it and make it yours. Shape it into something better because design still starts and ends with you.

I recently had the pleasure of attending TopDrawer 2025 at Olympia London, and it was a fantastic experience. While the event’s main purpose is to connect design-led businesses with trade buyers, there was so much more to it than just business. It was a true celebration of creativity and passion.

All under one roof, the exhibition brought together some of the best up-and-coming businesses and creators. It was inspiring to see the talent and vision that are shaping today’s design trends. Talking to the exhibitors, you could see their passion in every detail, from the choice of fabrics and colours to the unique designs. Each product was a testament to their thoughtful and careful craftsmanship.

For me personally, it was especially rewarding to meet some of the creators behind the brands and designs I’ve long admired and even purchased myself and hear their stories firsthand.

Key Takeaways from TopDrawer 2025

The show highlighted a few key themes that are resonating with today’s consumers: a focus on quality and sustainability, a desire for joy and personality and a clear move towards bold, playful designs combined with classic patterns.

Quality and Sustainability

This year’s exhibition placed a strong emphasis on sustainably sourced and British-made designs, everything from fabrics made in the UK to children’s toys that are biodegradable. This focus on quality and ethics reflects a major shift in consumer behaviour. In today’s economy, people are more mindful of their spending and want products that are built to last and have a deeper meaning.

Additionally, many designers celebrated a sense of place. I saw everything from brick-inspired vases to prints celebrating local areas such as our very own Bury St Edmunds. This emphasis on local pride makes products feel more personal and meaningful to consumers, creating a connection that goes beyond just a purchase.

Don’t Be So Serious!

Beyond the focus on quality, there was a clear message that design should be fun. The show was bursting with products designed to spark joy. Stands were full of bright colours, playful prints with funny slogans on, fruit-shaped jewellery, and playful stickers. In a world that can often feel heavy, it was a great reminder that everyone needs a little bit of brightness and humour in their life. These designers are creating products that means we can bring a sense of lightness and fun into our homes.

Trending Colours and Patterns

The playful atmosphere at TopDrawer was amplified by a clear trend in colours and patterns. Exhibitors embraced bright, bold hues that instantly uplifted their stands and products. I saw a lot of neon risograph prints, alongside warm tones of pinks, reds, and oranges, and deep greens that made a striking impact. It’s clear that these vibrant colours were chosen to evoke a sense of happiness and excitement.

This use of bright colour was often paired with equally bold patterns. Classic designs like gingham, polka dots, and stripes were everywhere, particularly across the fabric products. The combination of bright colours and strong patterns created a playful aesthetic that was a recurring theme across the exhibition.

Christmas Sneak Peak

One of the most exciting parts of the exhibition was getting a sneak peek at upcoming Christmas collections. It was clear that the trends of playful styles, bold colours, and fun patterns are extending into the festive season. I was particularly inspired by the innovative colour combinations. A standout for me was the mix of deep greens with bright bubblegum pinks. This felt like a fresh, modern twist on the traditional red and green palette, offering a more playful and unexpected feel. It was great to see how designers are moving beyond the conventional to create Christmas products that are both festive and fun.

TopDrawer 2025 was a showcase of creative talent and the future of design. The exhibition made it clear that today’s design is all about creating products that are not only well-made but also full of personality and fun.

The appeal of physical retail 

Despite the narrative of its decline, physical retail remains a vital part of our communities. The idea that online shopping has entirely replaced the need for a trip to the high street is a myth; in fact, the online shopping trend has started to stagnate. People are realising that endless virtual options can’t replace the tangible experience of a physical store. We’re asking ourselves, how much choice do we actually need? The high street offers something digital platforms can’t: a direct connection to products and people.

Beyond shopping: a hub of community and experience 

The future of the high street isn’t just about selling goods; it’s about creating a destination. To thrive, high streets need to be more than just a collection of shops. They must become distinct and interesting places that blend retail with other activities. This means integrating cafes and restaurants, entertainment and leisure venues, services and wellbeing, and community spaces that give people a reason to visit and dwell. High streets should be places of convenience and familiarity, fostering a sense of community and engagement. They are where relationships are built and memories are made, offering an authenticity that’s impossible to replicate online.

The power of independents and collaboration 

Independent businesses can be the heart and soul of any vibrant high street. They bring a unique character, passion, and product selection that large chains often lack. Their success is critical to the success of the entire area. The key to revitalising these spaces lies in collaboration – local businesses, community groups, and councils working together to create a cohesive and attractive environment. By bringing back a sense of pride and energy, we can make our high streets places we’re proud to visit.

A fresh perspective: what can high streets do for us? 

With 95% of people living within a 15-minute journey of a high street, these spaces are incredibly accessible. Instead of viewing them as a problem to be solved, let’s change our perspective. The question isn’t “what can we do for our high streets?” but rather, “what can our high streets do for us?” They can provide a place for social connection, a source of local pride, and a foundation for a stronger community. By focusing on the unique experiences they offer, we can unlock their full potential and ensure their positive future.