For its 11th year, Vogue Fashion’s Night Out had to look a little different from usual. Due to COVID 19, Vogue Australia challenged us to launch Fashion’s Night In – the same event with the same impressive line ups but in true 2020 form, it was all online.

The objective was to launch Vogue Fashion’s Night In in a way that was just as exciting as previous in-person events and encourage participation in the 11-day virtual fashion and beauty festival. 

We created four pop up activations throughout Sydney in spaces with high footfall – Westfield Sydney, QVB, The Strand and The Galeries. Guests could explore, register to become a Vogue VIP, listen to a live DJ, and share their experience through a dedicated branded social media space, all with the addition of on-brand, COVID-safe measures.

Using eye-catching, positive colours and floral installations, the lively popups created an exciting atmosphere and drew consumers into retail areas again. Bold reds and soft pinks were used to bring energy back into the city and celebrate Australian fashion, making this launch as big as any that’s come before it.