Debenhams Australia Collins St Store Launch - Casestudy

The Brief:

For the launch of the new Debenhams store in the Paris end of Collins Street, Melbourne, ID Collective wanted to bring London to the streets of Melbourne. For this, they needed the iconic Big Red Phone Booth. 

The brief for the phone booth was as follows; it had to be the iconic London Big Red Phone Booth, it had to be rigged up to work and, it had to be transportable as it was used in two locations – Collins St, Melbourne and Federation Square, Melbourne.


The Challenge:

Source and decorate an authentic Big Red Phone Booth, set up a functioning wireless phone system and make the whole booth easy to move between locations.


The Pro Light Solution:

Because we love the challenge of executing a great idea, we started exploring the options right away. We found an old phone booth, we sanded it, painted it and added the necessary artwork to make it as authentic as possible (with the added Debenhams branding). We wired in a wireless phone system and got the phone booth in a truck ready to roll.


The Result:

The result was amazing! The Big Red Phone Booth worked a treat. Coupled with the Queen’s Guard and very cute corgis people couldn’t help but flock to the attraction.


The Credits:

Event Manager: ID Collective

ClientID Collective
VenueCollins St and Federation Square, Melbourne
Event TypeActivation Campaign; Store Launch

Alice McShane

Film Festivals Coordinator, Palace Cinemas Head Office

“We couldn’t get people to leave, they wanted to party all night. The place looked absolutely stunning! It was really beautiful. The Astor was gorgeous, thank you so much”

Melanie Barone

Event Manager, NAB

“One of the things that I enjoy most about the service that Pro Light & Sound offer is that I am never presented with a problem — only a solution”

Jason Coleman

Artistic Director & Choreographer, Ministry of Dance

“The team totally understood me… adding life to the show… Truly Magical! I was thrilled by how professional Pro Light & Sound were.. Fantastic job!”

Genevieve McCaskill

Events Executive, Emerald Group Investments

“I wanted to personally thank you and your team for an amazing job at my event. I’m pretty happy I’ve got a perfect circle in terms of a dream team of suppliers that I can rely on to bring home an extraordinary event. You’re on speed dial for the next one!!!” 

Petar Levar

Learning & Development Lead, IXOM

“The soft launch was a success and your team from Pro Light & sound were sensational. I look forward to working with Pro Light & Sound in the future”

Monique Dowling

Executive Assistant & Events Manager, Fox FM Southern Cross Austereo

“Hello our favourite AV friends, can’t thank you enough for all your recent efforts in our functions this end of the year – your staff have been nothing short of a pleasure to deal with and the AV / staging / lighting always looks sharp!”

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