Chemistry for the senses

Macquarie Centre was undergoing a major transformation that would see it introduce new luxury stores, a fresh food precinct, and exciting new dining options. Our challenge was to establish the new centre as an inspiring and social destination and move the needle from promise to proof.

‘Overload Your Senses’ - a brand strategy to better align campaigns to experiences, collaborations, and content was created. We shifted from a one-dimensional advertising campaign to an experientially led program and sensory campaign.'

Enigma created an interactive campaign across paid and owned channels that was good enough to eat, smell, and touch. From the Weirdly Wonderful campaign collaboration with the MCA and influential make-up artist Sarah Laidlaw; product collaborations with Alice McCall, to a season launch with Sydney Youth Orchestra x DJ Gloves, each campaign sought to create ownable content and unique experiences which told the season’s story in sensory ways.