HAY SHOP SYDNEY

HAY is one of the world's fastest growing design brands and after twelve years of distribution in Australia Cult opened its first mono-brand retail store for HAY in Sydney in January 2016. I managed the grand opening of HAY Shop Sydney, followed by ongoing advertising and in-store activations.

GRAND OPENING WITH ROLF HAY

With a premium location in Surry Hills, HAY Shop Sydney is a 250 sqm retail store, spread over two floors with an open plan. The store is laid out as an apartment and also includes a permanent installation of the HAY Mini Market concept on ground floor, offering a wide selection of accessories, from lighting and textiles to stationery and glassware. On 19 January 2016 we opened HAY Shop Sydney with co-founder Rolf Hay as special guest on a hot summer's night in Sydney where 350 guests enjoyed chilled cocktails infused with Danish snaps, mingled and took home a HAY tote bag with a surprise goodie.

Christmas Giftwrapping workshop

Driving more foot-traffic to the HAY Shop Sydney after its grand opening, one of our in-store activations was a series of Christmas Giftwrapping Workshops with stylist Alicia Sciberras who taught HAY retail customers fun techniques to wrap their HAY Christmas Box Set. We offered customers incentives to fill their giftbox with additional accessories from the HAY Minimarket. The series of workshops was complemented by a 12 days of Christmas styling series on social media. In partnership with HAY, Alicia Sciberras, Sam McAdam Cooper and Studio Neon.

IN THE mEDIA

The opening of HAY Shop Sydney generated 50 press clippings and over 145 posts on social media. Media highlights include feature stories in Mezzanine #05, Inside #93, The Design Files and Design Daily. Since then HAY has generated on average 30 monthly press clippings in Australia, being a favourite brand amongst leading stylists and writers.