Barrack Place engaged Hello Beau to re-energise its digital presence and increase foot traffic into the precinct — a hidden gem in the heart of Sydney’s CBD. The goal was to highlight the precinct’s diverse retail mix while creating a social identity that felt elevated, engaging and easy to connect with.

We built a full social strategy from the ground up, managing content across Instagram with a tone that was warm, polished and energetic. Our approach balanced aspirational visuals with real-time retailer highlights, turning everyday visits into moments worth sharing. Captions were crafted to drive discovery and encourage footfall, backed by community engagement and performance tracking.

Our scope also included end-to-end management of the precinct’s activation calendar. We delivered major events such as the Barrack Place Block Party, designed to boost post-COVID visitation, support local trade and build a sense of community. For each event, we also took care of staffing, graphic design, printing, installation and furniture hire, ensuring every detail was handled with care.

To build buzz for the Block Party, we partnered with cult favourite Gelato Messina — leveraging their national reputation to create hype and draw a crowd. From strategic planning and contractor coordination to budget oversight and post-event reporting, we led every element with attention to detail and flawless execution.

This work helped reposition Barrack Place as more than a thoroughfare — it became a destination. Our holistic approach delivered tangible results for retailers while injecting new life into the precinct.