Project Overview
An all-ages celebration of the reimagining of Bradmill Yarraville, Block Party transformed an underutilised, once-dormant site into a vibrant, immersive community event. The activation served as a creative platform to reintroduce the iconic Bradmill site to locals and prospective purchasers, while celebrating its rich history and future as a new mixed-use community.
Project Commissioner
Project Creator
Team
Aine McGrath - Director
Carmen Lo - Account Director
Leah Hubay - Communications and Public Relations Director
Jack Lucas - Public Relations Senior Account Manager
Maddison Schmidt - Social Media and Content Manager
Taylah Davis - Senior Events & PR Manager
Jonathan Wybrow - Creative Director
Milan Maticevski - Design Director
Alysha Sandow - Senior Designer
Som Vongsonephet - Designer
Ben Kavan - Head of Finished Art
Vedran Tonsic - Head of Web & Technology
Project Brief
Frasers engaged Savi to create a community-first event that would both introduce the Bradmill Yarraville project to the market and foster local connection.
The brief was to create an experience that drove awareness, built excitement, encouraged sales appointments, and generated leads, while positioning the project as a place where the spirit of Yarraville’s Inner West thrives and evolves. The event needed to celebrate Bradmill’s layered history as a denim factory and graffiti hub while offering a glimpse into its reimagined future.
Rather than a conventional display suite launch, the solution was to create a dynamic, vibrant street festival experience – an all-ages Block Party that celebrated place, community, art, and culture.
Project Need
Savi conceived the Bradmill Block Party as a highly creative and community-driven event that paid homage to the site’s heritage while inviting locals to experience its exciting next chapter.
Every element of the event was carefully curated to reference the site’s past, from the live graffiti art wall and denim-themed activations to the tinsel and roving performers covered in street art motifs. This layered and immersive approach to placemaking turned the launch into an authentic, memorable experience that invited the community to take ownership of the space, while also providing a meaningful sales and lead generation platform.
User Experience
From the moment attendees entered the event, they were immersed in a rich, sensory experience that celebrated the old and new Bradmill.
Guests were engaged through:
• A live denim embroidery station where visitors could personalise denim keepsakes, connecting them directly to the site’s manufacturing past.
• Denim stilt walkers and roving entertainers adorned in graffiti art, reflecting the site’s underground creative culture.
• A live graffiti art wall that evolved throughout the day, capturing the energy and expression of the Inner West community.
• A curated selection of food trucks, keg bar, and DJ sets kept the energy high, and the experience layered and interactive.
• The display suite included an immersive cinema experience, showcasing the Bradmill story and future vision, helping attendees visualise what was to come.
The event created a seamless journey from playful engagement to meaningful sales conversations, resulting in:
• A packed event with over 1,500 attendees
• 700 attendees toured the display suite,
• One sale made on the day and numerous leads from attendees to follow up following the launch
• Over 20 direct sales appointments booked at the event
• Significant sales conversions
• Total influencer reach of 65,066, amplifying awareness and brand connection across digital platforms
Sustainability
Sustainability was embedded throughout the event. Savi prioritised local sourcing for entertainment, food, and materials, celebrating local talent and businesses from the Inner West.
The event design made conscious use of reusable materials. By utilising the Bradmill site itself as the event venue, the project avoided the need for high-impact temporary builds, instead breathing new life into an existing, underutilised space, reducing the environmental footprint of the activation.
In addition, by focusing on community inclusion, the event supported social sustainability, encouraging local pride, connection, and economic benefit to the surrounding area.
Event Experience - International
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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