LendleaseSydney Place Brand StrategyCreative & Campaign IdeaComms StrategyContent & ConnectionsProduction

Sydney’s Circular Quay is going through a resurgence phase and on its doorstep sits Sydney Place - a new precinct developed by Lendlease which brings together the latest in cult favourite retailers across food and beverage, art and fashion. With people hungry for things to do and for interesting cultural experiences, Sydney Place offers the promise of a new cultural hub, bringing together creatives, thought-leaders, finders and seekers to a space where you will never have the same experience twice. ‘Circular Quay But Not As You Know It’ positions Sydney Place as Circular Quay’s go to place for cult favourite food, art and culture and promises visitors an unexpected way to experience Circular Quay.

We developed a two phase advertising campaign to highlight the premium credentials of the Sydney Place precinct and show the unexpected twist across its retailers and food and beverage operators.

We developed a PR, editorial and content strategy to get Sydney Place into culture and to drive interest and intrigue around the unexpected retailer, food and beverage line up and excitement around the precinct's major launch during the Sydney Fringe Festival.

To officially launch Sydney place, a major event was held as part of Sydney Fringe Festival. The event was an unexpected twist on the traditional block party to further cement the precincts positioning.