NOOBIE

THE BRIEF
TMC was appointed to support the launch of NOOBIIE's reimagined Newtown flagship store — a space bringing together fashion, café culture and music.

THE SOLUTION
TMC developed and delivered a 360-degree launch strategy to position NOOBIIE's Newtown flagship as a fashion and cultural destination, driving awareness, foot traffic and engagement within the local creative community.

THE RESULTS

• Concepted and delivered an exclusive VIP launch event ahead of the public opening, bringing together key media, influencers and industry guests
• Managed the event end-to-end, including guest list curation, invitations, RSVPs, catering, music and on-ground event management
• Secured and coordinated brand partnerships for curated VIP gift bags, extending the launch experience beyond the event
• Delivered high-impact guerrilla PR activations — including a life-size coffee cup installation and chalk-spray street art — to create shareable moments that turned passersby into foot traffic and drove social engagement
• Secured press coverage of the store opening, building broader awareness of the launch
• Delivered an integrated approach spanning PR, media, influencer, partnerships, experiential and consumer engagement, positioning NOOBIIE as a destination extending beyond traditional retail