Stuck for in-store activation ideas? Here are the highlights from Vogue's Fashion Night Out.
Vogue's Fashion Night Out anticipated 175,000 shoppers to crowd the Sydney CBD with runway shows, live music performances, special offers, extended trading hours and celebrity appearances.
The free event, staged on September 5, kicked off from 4pm at an official launch presented by Vogue editor-in-chief Edwina McCann.
Once official proceedings wrapped at 5.30pm in Hyde Park, the event moved to David Jones (Elizabeth Street) with an Isola swimwear parade hosted by McCann and supermodel Megan Gale at 5.40pm.
David Jones hosted the majority of key events for the evening, with a men's summer trends parade, a pop-up Vogue Bar, a Camilla Franks parade, an Australian designers parade, a men's swimwear parade and a Robyn Lawley swimwear workshop.
Other activation highlights included:
Pelicano Vogue Bar On Seven: The official Vogue Fashion’s Night Out pop up bar at David Jones, Level 7, Elizabeth Street store. Celebrity DJs include Daimon Downey, Robyn Lawley and Tahyna Tozzi with Patron and Ultimate Vodka summer cocktails served on-site.
The Vogue Precinct: Staged in Martin Place, the stage hosted celebrity DJs throughout the night including DJ Ray Ray, Slow Blow, Marlin Zando and DJ Roof.
Asos: A dedicated wedding chapel was erected in the CBD, allowing shoppers to pledge their love for their favourite Asos garment - and have it sent and shipped to them for free.
Topshop: Consumers secured a 20 per cent shopping discount on the night and met Vogue's Christine Centenera. Pick and mix lolly bags were also be on hand, in addition to bespoke cocktails, canapes, celebrity DJs and treats for early birds. A flash mob roamed the city, with customers who picked a lucky key taking it to Topshop to potentially unlock a trunk and win a $500 shopping spree.
Paspaley: The retailer hosted a spring themed Croquet Party, complete with a mini-croquet course and professional croquet team. In-store entertainment was provided, along with post-game refreshments. Paspaley also hosted a jewellery Instagram competition, with the winner announced at 8.15pm.
Hermes: The luxury giant hosted a 'It's a Sporting Life' themed activation, serving healthy snacks, games and surprise activations. Consumers captured their #hermesVFNO moment at a silk photobooth.
Westfield Sydney: The shopping centre hosted a Limo Lounge presented by designer Dan Single from 7.30 - 9.30pm. A pop up bar also allowed consumers to dance, drink and meet with Westfield summer ambassadors Nicole Warne of Gary Pepper Girl together with Zac and Jordan Stenmark. Up to twelve shirtless Westfield models, VIP guests and celebrities joined the lineup.
QVB: The shopping complex hosted a pamper lounge on the Ground Floor, along with live music, a pop-up champagne bar and special retail offers.
The Strand Arcade: The heritage-listed building presented a Gelato Messina lounge on the ground floor, offering complimentary scoops of gelato to customers as they shop. Flavours included Salted Caramel and White Chocolate, Blood Orange, and Italian Nougat plus several exclusive offers from Strand Arcade retailers.
Tiffany & Co: The Tiffany & Co building fascade was transformed with a specially lit installation, as a DJ entertained customers in-store.