\ Challenge

When 140 Perth opened in 2010, it stood out as a unique retail and hospitality destination, seamlessly blending art and culture within the CBD. A decade later, amid the aftermath of a global pandemic, 140 Perth aimed to re-establish itself as the CBD’s creative disruptor and a champion of positive difference. This required more than just superficial enhancements; the precinct needed to become a dynamic hub at the intersection of creative and consumer culture, breaking the monotony of the city.

‍

\ Outcome

The Unsame campaign was developed to celebrate the extraordinary and counteract the mundane, creating a space that exists between reality and imagination. This integrated campaign included paid and social media, out-of-home media, pop-ups, and public programs designed to engage Perth’s creative scene. A notable activation, CR-8 STUDIO, connected 23 final-year design students with industry mentors, providing real-life experience.