Project Overview
In between the high fashion of Collins Street and the laneway culture of Little Collins, what was formerly Australia on Collins was transformed into St Collins Lane, a new retail and dining destination. Connecting both iconic streets, St Collins Lane embraces the fashionable vibe of the former and the unique buzz of the latter, creating an exceptional retail space.
Project Commissioner
Project Creator
Team
Quan Payne
Deanna German
Claudia Boman
Elise Lampe
Sam O'Brien
Andy White
Project Brief
• To create a brand identity and build strategic direction for leasing
• To generate excitement for what is happening on the site throughout construction period right up to the launch
• Design display suite, wayfinding, gifts, pop up activation and conceptualise all marketing communication materials, including the website, advertising, and social media activity
• Plan launch activation and grand opening
Project Innovation/Need
There was a need to differentiate this shopping destination from the major players in the city. Working closely with the developer, we curated a list of international unique premium retailers and brought new exciting fashion flagships into Melbourne for the first time, such as Sandro Paris, Maje, Reiss, L'Agent, Zadig & Voltaire, and The Kooples. Sydney retailer Cerrone and restaurateur Neil Perry also launched their inaugural Melbourne stores.
The concept revolves around the fact that St Collins Lane is curated for Melbourne's Most Unique, and as such, we collaborated with some talented Melburnians to be the faces of St Collins Lane. They included an Archibald Prize winner, a prima ballerina and a popular fashion blogger. We positioned St Collins Lane as a unique, boutique destination an intimate place to shop, eat and relax.
Design Challenge
Because of our brand positioning, everything we do had to be unique with a sense of bespoke craftsmanship. Over 250 invitations to the St Collins Lane launch were hand-painted. We created pop up shops in Federation Square, to generate curiosity for the new shopping destination. We had to differentiate ourselves from the likes of Emporium, and having a distinct boutique brand personality set us apart. We do not try to be everything to everyone, but we offer specific quality brands and experiences unlike any other.
User Experience
From outdoor advertising to personalised e-mails to pop ups in the city, we ensured that Melburnians were aware of the transformation taking place, and to anticipate an exciting new place to shop. On social media, we ran competitions to get conversations going, based on our Melbourne's Most Unique campaign, culminating with a grand launch party for the media, the fashion industry and Melbourne's most fashionable people.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
More Details