The Client

Opened in 1988, Stephen’s Green was the first premium shopping centre built in Ireland. Situated in the heart of Dublin’s most prestigious shopping and cultural quarter, Stephen’s Green Shopping Centre houses a wide variety of retailers, including household names such as Dunnes Stores, Argos, Boots, United Colors of Benetton, Eason, TK Maxx and Mothercare. Leading home-grown retailers, such as Best Menswear, Raidar and Tribe carry all the premium names and brands found in any of the top European shopping centres and a large selection of independent traders, such as Asha, Cactus and Retro Nation cater for those with more eclectic tastes.  A popular destination among visitors to Dublin, Stephen’s Green also hosts a large selection of high-end gift and crafts stores, as well as a variety of quality pubs, restaurants and cafes.

The Brief

Stephen’s Green Shopping Centre appointed DoitMobile to manage all digital aspects of the Stephen’s Green brand, starting with its website. The website challenge set by Stephen’s Green Shopping Centre was for DoitMobile to design and create a responsive site, which, under its existing branding guidelines, would demonstrate the appeal of the Stephen’s Green brand and its retailers, tie in with the architectural beauty of the landmark building and be representative of not just the shopping centre itself, but of the attractiveness of the St. Stephen’s Green area as a whole. This would mean designing and creating a website that went beyond the idea of the shopping centre solely being just a shopping experience, but instead showing it as a destination, a meeting place and also a starting point for the exploration of the exclusive, beautiful and historical St. Stephen’s Green and Grafton St. areas.

Our Solution

WordPress Responsive Website

DoitMobile custom developed a responsive WordPress theme to create a fresh, polished and functionally designed, media rich website, customised with unique section titles, colours, logos and icons, sleek designs and unique graphics in tune with Stephen’s Green branding guidelines. WordPress is the most widely used CMS (content management system) and we provided training to the Stepehens Green Shopping Center staff so they could manage the content updating of the site.

Content Creation

With a particular focus on Stephen’s Green branding guidelines, DoitMobile’s content specialists created the website’s content from scratch. Besides the creation of content for the individual website pages, this included the creation of content describing each of the centre’s 100 stores, restaurants, bars and cafes, as well as content that focused on the centre’s services, about the centre itself, and visitor related content about visiting Dublin, places to stay, attractions and history of the Stephen’s Green area.


In collaboration with an outside graphic design agency, DoitMobile created centre floor plans that allowed the website’s users, whether on desktop, tablet or mobile, easily navigate their way around the centre.

Google Maps

One of the highlights of the Stephen’s Green Shopping Centre project was DoitMobile’s collaboration with Google on the roll out of Google Indoor Maps for the centre. By helping Google map the Stephen’s Green shopping Centre building, website users can simply detect Stephen’s Green on Google Maps, zoom in and then use the floor picker to move between floors, virtually navigate their way around the centre, identifying shops, cash machines, lifts, exits, etc., and plan their visit to the Stephen’s Green Shopping Centre in advance. This was the first time that Google Indoor Maps was rolled out in Ireland and DoitMobile were particularly proud to be part of the process.


DoitMobile’s content specialists also created full SEO (Search Engine Optimisation) content that helps the Stephen’s Green Shopping Centre, its retailers, pubs, cafes, restaurants and brands appear on the first few results or pages of search engine results (Google, Bing, Yahoo, etc.), making it easier for users to find the Stephen’s Green Shopping Centre online.

CMS Instructional Documentation and On-Site CMS Training

As part of the Stephen’s Green Shopping Centre website project, DoitMobile’s technical writers developed a full suite of instructional documentation for the management of the website’s WordPress Content Management System. Full on-site and remote training on the management of the website was further provided.

Our Expertise

  • PHP Developement
  • Security Management
  • User Experience Design (UX)
  • WordPress CMS Development
  • Content Strategy
  • Content Creation
  • SEO Development
  • Testing
  • CMS Instructional Documentation
  • On-site CMS Training
  • Website Hosting

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