Country Road → Scent Range Launch

Client / Country Road

Service / Communications, Production, Event

Step into a world where nature meets modern elegance. 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.

5M+
Earned Media Reach
500K+
Earned Media Value
3M
Earned Social Reach
76
Earned Pieces of Social Content

Approach / HOW WE DID IT

Over the course of two months, The Concierge Agency expertly managed every aspect of bringing Country Road’s new scent collection launch to life. From coordinating media pitching and curating a targeted guest list to developing campaign messaging and perfecting every element of the event’s creative production, the team delivered a seamless execution. Each design detail was thoughtfully crafted to reflect the brand’s identity, creating an immersive experience that resonated deeply with guests and celebrated Country Road’s entry into the fragrance space.