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Heinemann

Sydney Luxury Precinct Launch

2023

Maxine Wylde at the Heinemann Sydney Airport Luxury Precinct Launch produced by MAXCo.LAB
Floor decal at the Heinemann Sydney Luxury Precinct Event, produced by MAXCo.LAB.
Jadè and Lachie Brycki checking in for the Heinemann Sydney Airport Luxury Precinct Launch, produced by MAXCo.LAB..
Louis Vuitton store in the Heinemann Sydney Airport Luxury Precinct.
Guests standing in the Heinemann Sydney Airport Luxury Precinct Launch event, produced by MAXCo.LAB
CEO of Sydney Airport and Heinemann cutting the ribbon to celebrate the launch of the Sydney Luxury Precinct, event produced by MAXCo.LAB.
Maxine Wylde sitting on a chair in a luxury store in the Sydney Luxury Precinct.
Sammy Robinson taking a selfie at the Heinemann Sydney Luxury Precinct Launch.
Bella Varelis spraying perfume in front of Gucci in the Sydney Airport Luxury Precinct.
Jadè Brycki on the tarmac at the Heinemann Luxury Precinct launch, produced by MAXCo.LAB.
Six female influencers on the tarmac at the Heinemann Luxury Precinct Launch event produced by MAXCo.LAB.
Pip Edwards pictured on the tarmac at the Heinemann Luxury Precinct Launch Event Produced by MAXCo.LAB.
Heinemann Luxury Precinct Launch afterparty at Ivy pool club, event produced by MAXCo.LAB.
Two female influencers pictured at the Ivy Pool Club for the Heinemann Luxury Precinct Launch afterparty, event produced by MAXCo.LAB.

Project Details

Heinemann Asia Pacific unveiled an exclusive new luxury shopping experience at Sydney Airport as part of the ‘Luxury Precinct’, boasting the largest collection of luxury brands in Australia all in one place.

MAXCo.LAB worked with Heinemann Asia Pacific and Sydney Airport to create an experience that encapsulates the essence of the new luxury precinct. The exclusive 3-part immersive experience for 350 celebrities, key opinion leaders, luxury leaders and VIP guests started with a faux check-in, followed by a precinct walk-through, ribbon cutting, a spectacular dinner on the airfield and afterparty, making for a truly unforgettable evening.

The Heinemann Luxury Precinct Launch was a remarkable success, far surpassing all KPI expectations, including exceeding earned talent targets by an impressive 845%, and delivering an ROI of 601%*.

*Based on EMV achieved and total campaign spend

Client

Heinemann

Year

2023

Sector

Luxury

Services

  • Communications Strategy
  • Publicity
  • Event Production
  • Creator Strategy
  • Social Media

Work Highlights

Whispering Angel in the Queenstown snow with helicopters
Art Station at World Herb Day
MAXCo.LAB's Client Hermès Brisbane store front.