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MidCity Vogue Fashion Night Out

Vogue Fashion Night Out (VFNO) is a huge spectacle that takes place in the Sydney CBD each year, usually around the beginning of spring.


Retailers throughout Pitt St Mall offer discounts, sales, free champagne and treats to entice shoppers down for an evening of fun and fashion.

Mid City is located right in the middle of Pitt St Mall, and wanted to do an installation in-centre that was fun, bright, eye-catching  and in theme with Vogue’s theme of this year: flowers.

To fulfil this brief, we set up a giant wall of foliage and fresh flowers, complete with a large neon sign – MidCity loves VFNO.

This created the perfect backdrop for an ‘Instagrammable’ pic. To encourage customers, anyone who took a picture with the wall and uploaded it to Instagram with the hashtag #midcitylovesVFNO received a free cookie bouquet on the night.

Even after we ran out of bouquets, people were still taking photos and posting. In total, there was 500+ photos taken on the night, with over 60% of these uploaded to social media.

The flower wall achieved all goals given to us by the client. It drew people into Mid City shopping centre on the night, was a bright and fun installation, and increased Mid City’s Instagram following and interactions.