The ultimate ode to Springtime
Worlds apart from other retail precincts, QV Melbourne is a city within a city that represents the quintessential Melbourne lifestyle. Intimate laneways in the urban precinct give shoppers the freedom to wander and discover the eclectic mix of shops, cafes and restaurants at their own pace.
QV Melbourne commissioned Studio Alto to design their Spring campaign centred around an ‘Urban Hideaway’. Nestled in QV Square, inspired by the Sherwood Forest and reminiscent of a childhood treehouse with an urban twist, the Hideaway needed to allow audiences to discover, explore, retreat, engage and be captivated by the variety of events on offer.
We envisioned an eclectic streetscape of cutout forest creatures interacting within QV’s built environment, reminiscent of Melbourne’s famed laneway street art. The result was a colourful, quirky campaign that transformed QV Melbourne into an urban forest of sorts, allowing Melbournians from all walks of life a refreshing forest respite.