We make it our priority to be across all facets of an experiential marketing project, as the event planning required in this type of project is critical to the success on many levels. The considerations around key messaging with regards to the history and cultural importance of the Swanston Square Apartments façade was a balancing act between a stakeholders from the Wurundjeri clan through to Grocon and their partners. As an Event Designer TJ Carroll our director pulled out all the stops to create a variety of touch-points to reinforce the message and tell the story of this iconic building.
This was not your average experiential marketing campaign - it was a progressive style brand activation with a spot of product promotion. It was of paramount significance, not only to the Swanston Square Apartments and Grocon as a brand, but also to the legacy of the building design and inspiration that the launch stood as a symbol of Australian shared identity, recognising the deep history of Melbourne’s Indigenous people, The Wurundjeri-Willam.
The vantage point (and the product promotion referred to earlier) was from one of Grocon’s newly finished buildings, 150 Collins Street. Guests were taken on an excursion throughout the building, with each movement creating a part of the story of William Barak.
The brand experience was filled with many historical and cultural references. With performances by two Wurundjeri dance groups and Aunty Joy Wandin - Murphy’s Welcome to Country, the night had guests mesmerised.
The final installment was the unveiling of Swanston Square Apartments from afar where the portrait of William Barak on the façade of the building becomes clear. To ensure maximum brand experience we decided to flood-light the 30-story building!
As the evening progressed and the sun set, the building facade steadily lit up, heralding its place in Melbourne’s cosmopolitan skyline.