The opening that broke the mould (and maybe a few rules)

Longwang, the newest venue in the Tassis Group, was built between two high-rise buildings in Brisbane’s Fortitude Valley—an ambitious fit-out with a not-so-straightforward timeline.

After seven opening date delays, the pressure was on to launch with impact and make the first three months count.

With a name like Longwang and a location you’d miss if you blinked, we knew subtlety wasn’t on the menu. This called for bold, unexpected communication to match the energy of the venue.

We made sure Brisbane couldn’t miss it. From street posters and building wraps to human billboards and city-wide takeovers, we created a multi-channel campaign that turned curiosity into queues. Add targeted social, clever PR and just the right amount of cheek, and Longwang quickly became one of the most talked-about openings of the year.

Proof that when the wait is long, the launch needs to hit hard.