Where Luxury Meets
Project: Naming, Strategy, Brand & Campaign Ideas and Roll-Out
Client: Sydney Airport
Collaborators: Pete Buckley, Tim Brown, Gemma Hewson, Lulu Chia, Anastasia Liolio, Jovana Gladanac, History Will Be Kind
Role: Group Creative Director – Enigma

Sydney International Airport unveiled one of the most luxurious retail airport precincts in the world. The brand identity is inspired by the chaos and joy of an airport, whilst bringing a high fashion editorial lens. Founded on the brand platform ‘The Space Between’ it explores SYD X as a place that exists outside the regular world, it’s unconventional and unique. The ‘X’ brand mnemonic device taps into the transit nature of this world, the physical space and invites consumers for their own interpretation and adventure. The brand ID is playful, bold and layered allowing flexibility of messaging and placement.

Partnering Retailers:
Bottega Veneta, Celine, Louis Vuitton, Gucci, Moncler, Hermes, Loewe, Gentle Monster, Balenciaga, Prada, Saint Laurent, Dior, Rolex, Bvlgari, Tiffany & Co

Results:
– 13m impressions on Meta with 1m+ engagements
– Influencers TikTok content hits 12.2% CTR
– Track ahead on reach for OOH
– Over 550,000 new website users to SYD X
– Positive retail engagement hitting all KPIs
– Multiple award wins including: AWARD & BEST