• Challenge

    Draw Sydney’s fashion elite back to the newly refurbished Macquarie Shopping Centre, reposition it from “old-fashioned” to “The Face of Fashion".

  • Idea

    We ‘eventised’ the launch of the Macquarie shopping centre by creating Australia’s first "SHOPPABLE CATWALK".

    This mobile-enabled catwalk show enabling spectators to quickly move from inspiration, to changeroom, to purchase.

    The app, which utilised patented audio watermarking technology, synched with the show so spectators could instantly see the product details, know where to purchase, and save favourites to their 'Look Book'. As the show progressed, so did the app’s showcase.

  • Results

    Downloads 26% above target, which is over half of the total population in the surrounding suburbs.  Fashionistas flocked to the centre, driving record breaking foot traffic figures, which were up 12.4% YOY and tripled our goal.

    14,000 looks “loved” on the app… That’s more than 70,000 individual products.

    The App created a stir within fashion & tech publications and provided approximately $500,000 worth of additional PR value.