Case Studies

Launch Events

Back to Case Studies

Event Title: Women’s Initiative
Event Type: Campaign Launch

The Women’s Initiative event marked the launch of a movement supporting a new approach to gender equality and redesigning systems to help women succeed. The event was held at the iconic, On Seven at David Jones for 150 VIP guests. This grand venue is rich heritage features, with decorative ceilings and dramatic floor to ceiling windows that overlook the magnificent gardens of Sydney’s Hyde Park.

Guests were seated on two long timbre tables that ran down the centre of the space. The design used touches of copper and rose gold with feature cutlery and matt crockery where every detail was considered. A feature # installation was built using wire letters with floral embellishment. Surrounding the letters where stacks of vintage books at various levels running throughout the space.

Facilitated by Catherine Fox, panellist included Julia Gillard, Martina Navratilova and David Morrison. The event was filmed by international media and launched the Women’s Initiative website and new TVC, directed by Jane Campion. Presentations were showcased on a 7m x 4m LED wall – highlighting the significance of the event messages.

The event was a huge success, gaining significant exposure for the women’s initiative.

Client: Mirvac
Event Title: Harold Park Garden Life Event
Event Type: Product Launch

When Mirvac asked Belle Laide Events to transform an empty car park and site office into a luxury event space for the launch of Harold Park Garden Life we jumped at the challenge.

A custom built clear span marquee was erected next to the existing site office and display suite. The focal point for the event was an abundant charcuterie station designed by head Chef Simon Ekas from Ekas Catering.

With the focus of the event being about bringing the outside in and highlighting Garden Life a large floral installation was commissioned to hang over the central food station.

Guests were greeted on arrival to the event with champagne and canapés whilst listening to the alluring music and vocals from Sharon Muscat and her guitarist. The acoustic set provided a stripped back atmosphere that reflected the rustic chic design of the event.

The welcome speech was delivered by Christian Grahame who gave guests an overview of the Garden Life Event followed by a Q&A panel discussion by Landscape Designer and Celebrity Chef. The evening was a huge success for the client achieving considerable publicity and PR from the event.

Event Title:
Event Type:


Trying to top over 50 other car launches in the same space on the same day is no easy feat. However French automobile manufacturers Peugeot has on numerous occasions engaged Belle Laide as their chosen agency to do just that.

The Australian International Motor Show was the platform for the launch of the new Peugeot 308 and specifically the media day component was our opportunity to create talkability amongst the attending media on the custom built Peugeot stand.

Having seen literally 100’s of car reveals, to grab the attention of those in attendance and secure prime media and news coverage is one challenge we happily accepted.

The request from the client around the 308 car reveal was that is was to be a unique yet dramatic performance and installation piece.

Belle Laide’s concept utilised over 400 square meters of red silk fabric that shrouded the new Peugeot 308 and surrounding platform in a dramatic fabric installation. At the centre of this huge visual mass of colour was a performer attached to the fabric by a small bodice – ultimately forming a giant red dress.

The visual performance of revealing the 308 moved in a sculpted manner, forming shapes and manipulations in and around the central female artist. At times the featured dancer was submerged within the sea of fabric and then at the final crescendo she soared dramatically towards the ceiling elevated above the 308.

Floating magically, reaching unexpected heights and creating spectacular illusions all added to this short and snappy revel.

Dramatic, visual and stunning, this enchanting piece of theatre made it to all forms of media available that day and was dubbed the best reveal of the event. Webcasts, promising car reviews, live coverage features across Channel 7 and Channel 10 broadcasts on the same day and international media relays across the globe – the Peugeot 308 reveal went far beyond the client’s expectations.