Supré had the exciting opportunity to open a new store in one of Melbourne Central’s most iconic heritage locations; under the Shot Tower. This was more than just a store opening it was a major brand moment and we wanted it to feel unforgettable for both our team and our customer.

To bring this to life, we partnered with Dot Dot Dash to deliver a bold, high-impact creative concept centred around “Breaking News.” This theme played on the excitement of something new hitting the scene, our store, while tying in a nostalgic, editorial feel. The hero activation was a custom-built newsstand at the store entrance, complete with a claw machine where customers could win exclusive prizes.

Creative assets included custom-designed vouchers for prize winners, campaign posters throughout the centre, motion content on Melbourne Central’s big screen, directional decals placed externally to guide traffic, and branded goodie bags. Every touchpoint was considered to build hype and immerse customers in the moment.

The result? Lines wrapped around the block, with customers queuing hours before doors opened. A true testament to the power of thoughtful, high-energy creative done right.