Hit Me with That Merch
Billie took over Melbourne with a custom build for her Hit Me Hard and Soft launch with American Express. The space was wrapped in electric blue and featured glowing lights, mirrored plinths, giant visuals, and exclusive merchandise moments.
From the bold entrance to the curated racks, every element invited fans to shop, take photos, and fully immerse themselves in the experience. The setup combined style, energy, and interactivity to create a memorable environment that captured the dual tone of the launch. It was playful, bold, and highly Instagrammable, giving fans a unique way to connect with Billie and her music.
the client needed
The client wanted an activation that would bring Billie’s Hit Me Hard and Soft launch to life in a highly visual and engaging way. The space needed to feel immersive and energetic, reflecting her personality and music, while also providing functional zones for merchandising and photo opportunities.
It had to attract attention from across the venue, encourage fans to explore, and create memorable moments they would want to share. Additionally, the setup needed to accommodate a high volume of visitors while maintaining a polished and curated look. The brief was to combine creativity, fan engagement and brand visibility in a seamless experience.
Blue Vibes, Big Energy
From the start, we knew this activation needed to reflect Billie’s bold and playful personality. Our concept focused on creating a space that was immersive, interactive, and functional, allowing fans to shop, take photos, and engage with the brand effortlessly.
The electric blue palette and glowing lights set the tone immediately, while mirrored plinths and giant visuals amplified the immersive quality. We designed the space to feel dynamic, encouraging movement and discovery at every turn, so that fans could explore and interact naturally.
It was important to balance energy and style while keeping merchandising and engagement areas clear and accessible. We also explored how to visually represent the dual theme of Hard and Soft, reflecting both the music and the mood of the launch. The result was a space that left fans impressed, energized, and fully immersed in the Billie experience from the moment they entered.
How We Activated
Execution focused on translating the concept into a striking and interactive space. We built a custom house like installation wrapped in electric blue, with glowing lights, mirrored plinths, and giant visuals that made the venue feel like a fully immersive world.
Curated racks displayed exclusive merchandise in a way that was both accessible and visually appealing, while designated areas encouraged fans to take photos and engage with the experience. Lighting and material choices were carefully considered to enhance the atmosphere and amplify the vibrant theme.
The layout ensured smooth visitor flow while keeping the energy high, allowing fans to explore the space comfortably and interact with different elements. Every detail, from signage placement to the positioning of visuals and merch, was refined to maximise engagement and create a memorable launch moment. The final activation delivered a bold, immersive, and highly shareable experience that captured the spirit of Billie’s Hit Me Hard and Soft launch perfectly.
