Melbourne – British fashion brand Topshop/Topman is promoting the opening of a new Melbourne store with a double-decker bus tour for fans.
From 21 January to 24 February, a Topshop/Topman branded London bus, decorated in orange, red and purple stripes, is offering complimentary rides between Melbourne’s top summer destinations, including the Fitzroy open air swimming pool, St Kilda beach and Federation Square. It is also stopping at the new store on Chapel Street, where the brand is hosting DJ sessions every Friday and Saturday for the duration of the project.
This is a great example of a brand using culture and live entertainment to provide an immersive branded experience, while creating a buzz for a new store. By tying it in to Melbourne hotspots it is also giving Topshop/Topman – increasingly a global brand – a more intimate connection to the local market.