Akubra Sydney Airport Pop Up

Akubra

Akubra Sydney Airport Pop-Up

Unearthing Akubra

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Background

Akubra, the iconic Australian hatmaker, sought to create a brand moment that would surprise and delight travellers in one of the most transient yet high-impact retail environments, Sydney International Airport. The challenge was to design an experience that cut through the noise and the urgency of airport shopping, while leaving a lasting emotional connection with the Akubra brand.

Objective

The brief called for: Unearthing Akubra revealing the depth and craft of the brand in a way that feels like a discovery. Building a statement pop-up that stands apart from typical airport retail. Conveying the brand pillars of Australian Made, Master Hatters, and Hand Crafted. Driving intrigue and immediate engagement, suited to the mindset of time-poor airport travellers.

Shopper Insight

Airport shoppers are often rushed, purposeful, and distracted. The pop-up had to make an immediate impact, with messaging and visuals that: Stop passersby in their tracks. Quickly convey the Akubra essence. Invite fast but meaningful consideration and conversion.

The Creative Strategy

Centred on “unearthing”: symbolising both the literal unveiling of Akubra within an unexpected setting, and the figurative act of revealing the heart and heritage of the brand.

Emotive hook: Positioning Akubra as a surprising yet natural encounter in an airport environment. Design principle: Bold, emotive statements and tactile storytelling that instantly communicates who Akubra is and why it matters.

The Why

Brand Differentiation: A striking airport retail moment that transcends transactional shopping and transforms into memory-making. Cultural Relevance: Reinforces Akubra’s role as an authentic Australian icon, handcrafted for travellers and adventurers alike.

Emotional Connection: By centering on human craft and Australian heritage, the pop-up elevates the hat into a lasting symbol of journey, identity, and discovery.

What our clients say

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Katrinas BurnsSheridan

Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!

Gary WilliamsRebel Sport

Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team

Jason TyrrellCountry Road Group

We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.

Crystal MelvanAustralia Post

Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing

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