CASE STUDY
An exclusive shopping experience at David Jones Sydney
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This event was the third of five events delivered by AV1, Simply Seated,
and Laissez-Faire Catering for The Travel Corner's Incentive series, which included:
5
Unique experiences
3
Collaborating events partners
500
Guests
5
Iconic Sydney venues
We partnered with our client to transform David Jones’ iconic Elizabeth Street flagship into an immersive, after-hours event - blurring the line between retail and experience.
One of the program’s most ambitious moments came when the store closed its doors for a private, two-hour shopping experience for the incentive group. Reopening exclusively for invited guests, the concept was clear: The Exclusive Shopping Experience.
Guests explored multiple levels of the store while enjoying cocktails, canapés and curated hospitality moments throughout the space. Each floor revealed a new experience - designed to encourage movement, discovery, and deeper engagement with the brand.
- Client
The Travel Corner - Event
Premier Financial Alliance Incentive Trip - Date
26 November 2025 - Venue
David Jones, Sydney
The challenge
Transform a live, multi-level retail environment into a premium event space within an extremely limited timeframe - without disrupting store operations.
The solution
We worked closely with Laissez-Faire Catering and Simply Seated to deliver a seamless, multi-sensory experience across the entire venue.
- AV1 designed and installed themed uplighting on every level, accentuating architectural features and enhancing each space
- Lighting created distinct atmospheres across multiple floors while maintaining a cohesive guest journey
- Our crew executed a rapid 30-minute bump-in immediately following store closure
Laissez-Faire Catering delivered food and beverage activations across all levels, creating a progressive culinary journey that encouraged guests to explore the space.
Simply Seated styled each floor with furniture, bars, and custom elements - transforming the retail environment into a sophisticated hospitality setting.
The experience
This was more than a shopping event - it was a fully immersive brand moment.
- A full-store buyout created a true sense of exclusivity
- Multiple levels activated simultaneously, each with its own identity
- Seamless integration of retail, hospitality, and production
- Guests encouraged to explore, interact, and engage with the environment
The result
The outcome was a high-end, seamless experience that felt effortless from the guest perspective.
The client perspective
“I’ve been producing events around the world for 38 years, and this event for 500 people has been one of the most supported and fascinating programs I’ve ever delivered.
The three partners quickly became what I consider to be the dream team.”
Carol Ann Payne-Johnson, President, The Travel Corner
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