PACIFIC FAIR VIP BRAND ACCESS

I conceived and delivered a multi-year Christmas retail pop-up activation with Pacific Fair, the Gold Coast’s largest shopping centre and the region’s primary Christmas shopping destination. The concept positioned the brand as an exclusive customer reward experience, offering shoppers who spent over $200 centre-wide a complimentary cocktail and appetiser. I led the creative concept and pitch, designed and oversaw the fit-out, and managed the day-to-day operation of the pop-up, including staffing and service delivery. The activation also featured an on-site retail component, allowing customers to purchase full-size products after engaging with the brand and sampling the offering. The experience successfully drove trial, face-to-face brand interaction, and direct sales, leading Pacific Fair to re-engage the activation for three consecutive years.