Country Road: Launches New Scent Collection

Service

Communications Event

To celebrate the launch of their new scent collection, Country Road hosted an immersive event at The Calyx in Sydney’s Botanical Gardens. The celebration brought to life the brand’s connection to the Australian landscape, blending thoughtful design with sensory-rich experiences.

Guests entered through a striking mirrored entryway adorned with a bold Country Road sign, leading to the captivating “Valley of Mirrored Plinths.” Here, 18 sleek displays showcased six distinct fragrances, with each scent presented in its own spray bottle. These bottles were placed atop plinths layered with moss, floral mounds, and decals of their hero ingredients, offering an immersive sensory experience. Guests were invited to interact with the spray bottles, discovering each fragrance firsthand and creating a deeper connection to the brand’s story through scent exploration.

At the heart of the event, a grass island installation featured mirrored semi-circles that elegantly displayed the entire fragrance range. Adorned with flowing moss and lush floral arrangements, the installation symbolised Country Road’s enduring bond with nature. Every detail of the event was thoughtfully curated to enhance the guest experience, leaving a lasting impression while sparking significant social media engagement.

The immersive launch event successfully deepened Country Road’s connection with its audience, inspiring strong emotional engagement through scent, design, and storytelling. Guests shared the experience widely across social platforms, driving organic reach and reinforcing the brand’s reputation for thoughtful, elevated creativity. The activation not only introduced the new fragrance collection but also cemented Country Road’s position as a leader in crafting experiences that embody modern Australian style.