St. Collins Lane Activation

By August 23, 2016 No Comments

I n the lead up to the launch of Melbourne’s newest flagship fashion precinct, St Collins Lane, Papermill Media organised a pop up activation in Melbourne’s Fed Square, where consumers could take a sneak peek of some of the brands’ new collections ahead of the public launch.

Popping up for one weekend only, Papermill spearheaded the concept and project managed the activation which had prominent placement on the Swanston Street Forecourt of Melbourne’s Fed Square.

Papermill amplified the activation via a dedicated social media campaign and a consumer competition which generated significant traction and user-generated content in the lead up to the precinct’s public launch.