Using every inch of the building, leaving not a corner unused, nor a wall unemployed, we worked tirelessly and creatively with the architect to perfect designs for commercially viable areas. Opening each area as it was completed meant we had to manage the building works to coincide and not cause a disruption to either the works or the event activation. No mean feat – but one that ENGAGE took in its stride and managed to master quite perfectly. Through our joint vision with the architect, the Rooftop, the Gallery, the Studio and the private residence were created over 4 levels. In addition to implementing the infrastructure and equipment, we were accountable for obtaining all of the required permits, relevant licenses and meeting legal obligations to operate 3EightySix as a commercial events space. On top of this, we developed a strategic marketing plan, policy and procedures and a number of sales tools to assist in promoting the venue for this event activation. To strengthen this unique concept and present it to the market, a launch event was executed and PR campaign rolled out to further complement the activity. Guests read like a who’s who in the celebrity magazines, and included a host of Melbourne’s top influencers, media, bloggers, potential clients and dignitaries.
Our extensive and creative vision for the launch event meant that each area of the event space had its own distinct personality: From (literally) high end rooftop champagne bar, serviced by tuxedo-donning waiters, to ‘live topiary’ waitresses gliding about the venue, resplendent in verdant foliage headdresses, through to industrial chimneys and walls of the building spray painted with giant, multi-coloured murals, 3EightySix was transformed into an eclectic and unique inner city event space with its own signature areas, each housing a bespoke event experience for this truly one-of-a-kind event activation.