Creating

Emirates Venetian Marquee

Melbourne Cup Carnival Sponsorship Leverage

For many, this remains the ultimate in a line of 7 Emirates Melbourne Cup Carnival marquees designed and built by 2Fish. Not just the ultimate race-day experience, it was strategically designed and constructed to highlight two distinct Emirates strengths, impeccable service, and direct access to the world’s most exciting and glamorous destinations. This was also the first (and most probably, only) Birdcage marquee to feature a full a-la-carte restaurant, bridge across the levels, canals, and a glossy black gondola bar. The result, a facility that paid for itself (many times over) in valuable PR exposure. If you’d like us to take you through a more detailed case study, contact us now.

The Lacoste Palace

Australian Open Tennis Sponsor Facility

The Lacoste Palace marked the first year of Lacoste’s sponsorship of the Australian Open. It gave them an instant presence…it’s hard to miss a 15x25 metre custom-made inflatable building. This was a brand experience and retail space designed to operate on multiple levels (part retail, part live-site, part brand activity). The Lacoste positioning: ‘Joy of living, joy of playing’ was bought to life by a centrepiece invented and designed by 2fish. ‘Spin Tennis’ (loosely based on foosball) never stopped for the 2 Weeks of the tournament. Axel Carrée, Lacoste International Sport Marketing Director, described the 2Fish Australian Open creations as being “World’s best practice” and the prototype for rolling out similar experiences worldwide. If you’d like us to take you through a more detailed case study, contact us now.

Qantas ATE Environment

Australian Tourism Expo Trade Environment

This is arguably Australia’s most important tourism event. It’s a trade show that delivers the best Australia has to offer to an audience of Australian and international tourism buyers, wholesalers and operators. A strong presence for Australia’s national airline is obviously vital. The environment was designed to be relaxed, friendly and conducive to business. Multiple meeting areas were designed in different styles to suit every audience – ranging from formal to relaxed. The ATE stand also had to bring the Qantas design language to life in a temporary space. There’s a lot to live up to when Australia’s most high-profile designer is the brand’s CREATIVE DIRECTOR. If you’d like us to take you through a more detailed case study, contact us now.

Lacoste Brand Activation

Melbourne Central Retail Shopping Centre

Melbourne Central is one of Melbourne’s busiest retail thoroughfares. This Lacoste brand experience impacted more than 100,000 people over the 2 week period of the Australian Open. A 6x6 metre retail space selling an exclusive Andy Roddick collection and Nintendo Wii big-screen installation – negotiated by 2Fish – created dual play and retail environments. A broader 'shopping centre domination' also directed customers to Lacoste’s permanent retail store in the centre. Special appearances and media promotions featuring Lacoste-sponsored players and ambassadors completed the program. If you’d like us to take you through a more detailed case study, contact us now.

Coke Zero AFL Live Site

Federation Square Melbourne

The goal: Work with CCA partner Gemba to give die-hard AFL fans a Coke Zero experience that made them feel special. We created a genuine alternative to watching the AFL Grand Final at the MCG. This unique Fed Square environment featured custom-designed and printed recyclable cardboard seating, artificial turf (the grass was greener than the MCG’s) entertainment, food and refreshments (obviously). We negotiated first-ever rights with the chair’s designer, instigated a Visy recycling program, and ran the space. Interestingly, only a small proportion of the stools were recycled, most were taken home as souvenirs by excited fans. If you’d like us to take you through a more detailed case study, contact us now.

Qantas Paddock Club Entry Lounge

Australian Formula 1 Grand Prix

This facility leads to the most high-profile and exciting corporate facilities at the Albert Park Grand Prix circuit – those above the pits. Interestingly, no one is a guest of the Formula 1 Paddock Club Lounge. The goal therefore: to create a facility that people WANT to spend time in – one where the Qantas brand and customer service values are brought to life, and to an audience. You know you’ve achieved this when the Qantas Lounge is packed (as it was). Touchpoints for service excellence were designed strategically into the space, these experiences impacted more than 12,000 guests over the 4 days. The Lounge was also designed to be largely recyclable, and re-useable. Multiple design elements have since been used in other Qantas projects (often with vastly different audiences). For a more detailed case study, contact us now.

Garnier World

Australian Open Tennis

Over the last 5 years at The Australian Open, this immersive brand experience has developed a life of its own. Each day, fans would run from The Australian Open gates to join the queue for Garnier World. Why? Perhaps it was the pampering, advice, massages, and the camaraderie, or maybe it was the full size product bag, featuring a great range of Garnier product? Garnier World managed to become an integral part of the Australian Open experience for thousands of tennis fans. Numbers published by the Australian Open tell the story: 28,500 fans visited Garnier world at the 2009 Australian Open, they received 9,800 mini-facials, 11,200 hairstyles and 7000 massages. 2186 people visited on one day alone. For a more detailed case study, contact us now.

Mercedes-Benz 50th Birthday Celebrations

Hordern Pavilion, Sydney

Not many companies turn 50 with success built on success. Mercedes-Benz Australia rightly saw this as reason for celebration. Their parent (the world’s oldest car company) celebrated their 100th birthday not long before. The night, a 5-star journey through the last 50 years featured numerous guest environments, an emotive history lesson (shot, scripted and edited via 2Fish), numerous speeches (including the Global CEO), multiple stages, A-list performers and a who’s-who guest-list. The venue was transformed over the course of the night with a massive cocktail lounge appearing from nowhere. The centrepiece of the night, a Gullwing 300SL – one of the world’s most valuable cars – shared the birthday spotlight. For a more detailed case study, contact us now.

L’Oréal Powder Rooms

Flemington Spring Racing Carnival.

The races at Flemington warmly embrace glamour and style. The L’Oréal Powder Room fits perfectly here. In an environment like Flemington, where people are encouraged to dress up and look their best, help is at hand. The Powder Room supplies that essential touch-up for the lips, the nails, or the hair. Or for the men, a bit of extra skin-care. Like Garnier World, The Powder Room has become an essential part of the race day experience. At least 4,000 willing L’Oréal brand ambassadors are created over the 4 days of the carnival. If you’d like us to take you through a more detailed case study, contact us now.

Coke Zero ‘Make Your Mark’

Grand Final Week, Federation Square

The run up to Grand Final is a week of celebration and excitement, with a lot of that activity centring on Melbourne’s Federation Square. The ‘Make Your Mark’ interactive experience (invented by 2Fish) featured a well-padded dummy, a sports photographer and an inflatable football ground – complete with screaming crowd (real and inflatable). Fans got to live the life the life of an AFL star, take a ‘speccy’ and have that moment immortalized in a subtly branded Coke Zero print. Judging by the queues and smiles, it worked. If you’d like us to take you through a more detailed case study, contact us now.

Red Bull F1 Season Launch Party

Beachside Melbourne

As the first race of the F1 Grand Prix season, Melbourne has a bigger role to play than many cities on the tour. This is the official launch of the F1 Season. 2Fish created, managed (and cleaned up after the launch), the first beach party to start the F1 calendar. This party (on a much reduced budget to previous years) still had to capture the magic, drama and excitement of F1. The party’s Acts, DJs and catering were all chosen to reflect the Red Bull F1 brand personality. Chrish Graebner, Red Bull Marketing Director said: “2Fish has been a fantastic partner for Red Bull. They have the ability to ensure they are aligned with our vision, while delivering excellent creative staging on time and on budget in a challenging environment. They are quality maniacs!” 2Fish have also created Red Bull’s on-track facilities for the last 4 years. For a more detailed case study, contact us now.

Dulux ‘Year of the Dog’ Roadshow

Australia-wide trade product experience

Multiple states, products, audiences and venues were united by the ‘Year of the Dog’ theme. This was, in fact, a great year for Dulux with market leading innovations, promotions and products. Multiple screen AV presentations, interactive trial areas, themed catering and giveaways combined to create a memorable series of events. The nights featured numerous information channels (kinaesthetic 'learn by doing', audio and visual) to enhance information retention for a very broad audience with different learning styles. If you’d like us to take you through a more detailed case study, contact us now.

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copyright 2009