It's no secret that something pretty special landed in Prahran Square this August. Whether you saw it in person, on a poster, or just on socials – Iwagumi Air Scape by ENESS was something to behold.
The towering 13-metre-tall inflatable art experience took over the square from 1-17 August as an initiative from the Chapel Street Precinct Improvement Plan – designed to activate the space, day and night, bringing a sense of vibrancy and driving foot traffic into the precinct to boost business.
And it did exactly that. The numbers are officially in, and we're excited to share the highlights.
Who came to see it?
Visitors came from far and wide, across greater Melbourne, from interstate and even overseas. Postcodes stretched from Brunswick to Southbank, and from Geelong to Gippsland, showcasing the broad appeal and ability to attract audiences from far and wide.
- In total 48,612 people visited Prahran Square from 1-17 August, with 70 per cent coming in from outside Stonnington
- Of the 479 people surveyed, a diverse range of ages were represented, with the largest group being 25–34-year-olds, including 28 per cent of people coming with families - something that was also observed by security guards across the wider attendees!
- A variety of different ages is great to see – as Crime Prevention Through Environment Design principles state the importance of attracting a diverse group of people to make a public space look and feel safe.
Impact on the local economy
Of course, there is a lot more to do in the Chapel Street precinct once you get there. Two-thirds of visitors reported making the most by shopping, dining, or visiting bars and cafés before or after the event.
Survey results indicated an average spend of $49 per attendee – ranging from $1-$500.
This conservative figure estimates $2.38 million injected directly into the Chapel Street precinct economy which is exactly what the area needs.
Getting the word out
The success of Iwagumi Air Scape was down to a powerful marketing campaign getting the word out far and wide. From digital ads, radio and editorial campaigns to influencer content and billboards on the street - all the bases were covered.
Across owned social media channels, there was a total reach of 52,827
Influencer marketing had big impact - generating a total of 84 pieces of content reaching 544,160 people
Overall, editorial and broadcast coverage reached a total of 16.5 million people!
The power of art and activation
Activations like Iwagumi Air Scape don't just brighten a winter night. They spark a cycle of vibrancy: people come for the art, discover local shops, enjoy a drink or bite to eat, and leave with a new reason to return. Traders benefit from increased spend, while the community benefits from a sense of pride, belonging and increased sense of safety.
Survey comments reinforced this:
"Brings people from outside of the area to visit"
"Brings community together, & a nice vibe. Promotes community and the city"
"This event has brought people from outside the area, lots of families and kids, and feels so safe! Let's fund more of these art experiences"
By the end of its two-week run, Iwagumi Air Scape had proven something powerful: art activations are not a cost, but an investment.
What's up next?
78 per cent of attendees said it was very important or extremely important that Chapel Street present activations like this. Which is exactly why we'll be doing it again.
Stonnington Mayor Cr Melina Sehr was thrilled to see families enjoying the precinct.
"The Chapel Street Precinct Improvement Plan includes $735k allocated for marketing and activation over the first 12 months. Iwagumi Air Scape was the first cab off the rank and we can't wait share more about the exciting things to come. While we can't tell you exactly what yet, it includes some bright and bold campaigns and several more exciting activations – just as cool as the first one."
Driving people to enjoy and make the most of Chapel Street is key to seeing a positive change toward a precinct that is safe, vibrant and welcoming for all. It's a place where business thrives, and fun lives. We can't wait to see you there.
