Royal Exhibition Building, Melbourne

Brand activation design, build and production

In the grounds of Melbourne’s well known Royal Exhibition Building Moth designed and built the Asahi Beer festival bar to celebrate the annual world-class Virgin Australia; Melbourne Fashion Festival.

Lined with lush plant walls, mesh planters, Volker Haug lighting and textural concrete facades the spaced worked as a Japanese outdoor courtyard as a place for guests to drink and relax between shows and to visit the Asahi commissioned photography exhibition by Melbournian photographer Tom Blachford. Titled “Tokyo by night” Blachfords ethereal images pictured obscure Tokyo Architecture and environments giving an interesting exhibition element to the overall space.

Moth managed the activation including social media photography and bar staff uniforms. The ASAHI brand ambassadors were dressed from head to toe with sponsored garments and distributed beer from custom neck trays before the menswear runway show.

Photos by Albert Comper
Lighting by Volker Haug

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