Mirvac Retail partners with Live Nation

An Australian first, one of the world’s largest entertainment companies, Live Nation will deliver its hugely successful and popular ‘Happy Place’ experience when it opens in Australia on the rooftop of Mirvac Retail’s Broadway Sydney next month.

The pop-up phenomenon will be the first outside North America for this fun filled immersive experience that has taken the USA by storm.

Mirvac’s Kelly Miller, General Manager, Retail said, “The creation of a partnership with Live Nation is an exciting example of our urban strategy in action and we are immensely proud that together we are bringing this successful international experience to Australia for the first time. The Live Nation partnership will showcase the next evolution of space utilisation in our centres with the three-month ticketed event experience predicted to drive tens of thousands of visitors to engage in what has been described as “Instagram Heaven”.

“Our urban portfolio, within Australia’s most densely populated metropolitan areas, is ideal for delivering entertainment and experience-based play and events,” said Ms Miller.

The Happy Place is an all ages experience of up to an hour in eclectic, surprising and delighting spaces through its multi-sensory themed rooms and larger-than-life installations.

Graham Kennedy, Head of Arts and Entertainment, Live Nation commented, “Live Nation has a proud heritage of bringing the best entertainment to Australia and is pleased to partner with such an innovative and unique experience. Having seen the joy that HAPPY PLACE has brought to hundreds of thousands of guests across the USA and Canada, we’re thrilled to bring the pop-up phenomenon to Australia for the first time.”

The sold-out residencies in Los Angeles, Chicago, Toronto, Boston, Las Vegas and Philadelphia, saw the pop-up phenomenon dubbed ‘the world’s most Instagrammable exhibit’.  On a mission to spread happiness around the world, the innovative experience has helped more than one million people “find their happy” while exploring multiple vibrant rooms.

“Our ability to repurpose spaces to deliver this type of fun filled experience to Australian audiences is a key driver in the creation of the partnership, and we are incredibly proud that, together with partners, we can curate and deliver desirable leisure, education and entertainment experiences for our communities,” said Michael Hariz, National Manager, Commercialisation and Partnerships, Mirvac.

“This partnership not only delivers for our retail partners by driving increased foot traffic, excitement and promotion of the centre, but also provides a new value proposition for the centre as a venue provider, entertainment partner and promotional vehicle, offering the best of experiences and amenity on offer,” said Mr Hariz.

Tickets go on sale this week for the March 6th opening and retailers in the centre will be treated to an exclusive preview of the experience to develop their own engagement with Happy Place over its activation period.