The Brief
JD Sports wanted to launch Pitt Street with serious street presence. The aim was to create noise beyond the store walls, drive foot traffic, and give people a reason to stop, engage, and be part of the launch moment rather than just walk past it.

The Execution
We built a street-level customisation activation using a repurposed shipping container wrapped in bold launch visuals and paired with oversized digital screens. The pop-up let visitors design exclusive launch merch live on site, building queues and turning the store opening into a high-energy moment that lived on the street as much as it did inside the store.