This large scale activation was built in QV square which played host to many events and activations over a 4 week period coinciding with Melbourne Fashion Week.
The brief was simple, something enchanting with and urban twist. Somewhere people could retreat to chill out, meet with friends, engage in activations that helped draw awareness to QV retailers and landmark QV Square as a creative hub for all ages.
First stage was to plan the look and feel - Urban was the choice of style. Once we had the style locked down it was time to call on our creative network to bring the Hideaway to life. A 15m x15m marquee became the main structure and a forest of trees creating an avenue to a magical tree. A pop up café was built within the marquee to serve the visitors that came daily to engage with the space along with a giant nest that became a chill out zone. Communal tables and chairs were styled in the space complete with blow wave lounge and beauty bar.
We managed a spring inspired lunch with media as part of Melbourne Fashion Week inclusion, and designed a table setting that was adorned with blossom and tulips, laser cut wooden menu's were an ode to childhood jigsaw adding and element of enchantment to the table, and a woodland inspired menu was the talk of the lunch. The guests were treated to a trunk show style fashion showing with live acoustic performance by local talent.
Daily activations, giveaways, competitions and so much more provided a full calendar of events in the Hideaway over the 4 weeks. One of our favourites was the QV Fashion Retailers fashion night. Performances by the amazing Jason Coleman Ministry of Dance, took an urban fashion level to a work of art - incredible costumes and dance routines added an element of surprise.