Wanted Shoes drew hundreds of shoppers to its newly located store inside Westfield Sydney.
The footwear retailer offered customers the change to pre-register for a key that could unlock a custom-made cabinet outside its store.
The prize on offer was $3,500 worth of shoes to the first person who opened the cabinet with the winning key.
Marketing manager Jennifer Christodoulou said queues formed close to two hours before the event.
“We had over 3000 people pre-register for keys before the event so we were quietly confident we could draw a crowd.”
She said lines accumulated quickly and started to weave around the second level of the centre and out towards Pitt Street Mall.
Eventually the cabinet was unlocked while crowds still waited in line.
Unsuccessful keyholders flooded into the new store which is the first in Sydney to showcase Wanted’s new boutique concept.
The concept consists of a contemporary neutral palate with timber finishes, polished bronze detailing and marble accents.
Wanted currently has 17 boutiques in NSW, one in VIC and one in QLD.