CONCEPT / CURATION / PRODUCTION / DESIGN / MARKETING
After recently acquiring Kinselas one of Sydney’s oldest and most historic hotels, the Riversdale Group commissioned Peer Group Media to develop a marketing strategy that would resonate with and ultimately attract young 18-28 year old inner city dwellers.
Having activated a range of art based initiatives over the years we knew that engaging Sydney’s burgeoning creative community would ensure that the venue stood out amongst its competitors. With that in mind Lo-Fi Collective was created, a weekly showcase of Australia’s leading low brow artists, designers and photographers curated by Art Director Marty Routledge.
Part gallery and part studio Lo-Fi Collective featured a selection of resident artists who both produced and exhibited weekly in the space. The 12 month initiative was a rare move which not only supported the exceptional diversity of our home grown art movement but showcased their talents on a national stage.
The project saw unparallelled support across the wider arts community and design industry. It attracted a diverse following which reached far beyond the 18-28 year old market and generated ongoing patronage and exponential growth for the hotel.