After two years of pandemic-related virtual events, Vogue American Express Fashion Night Out returned IRL for 2022. This was a much-anticipated homecoming that needed to be big, bold, and really bring the retail experience to life.

Inspired by American Express blue, key retail areas in Melbourne and Sydney were awash in striking pops of blue, immersive neon light, large scale branding and vivid LED screens. The idea: to push the boundaries of fashion and retail through experiential touchpoints and graphic style, ultimately creating an electric, exciting atmosphere. In-store experiences such as DJ booths and Champagne bars were given complementary styling, while an on-street hub with eye-catching design and an engaging photo opportunity drew in passers-by – and was naturally captured across social media.

This creative and colourful approach created an enticing activation that made a statement, inviting consumers to re-engage in the in-person retail experience like never before.