Strand Arcade partners with Australian artists for shopable music video

Strand Arcade has launched a marketing campaign

Iconic Sydney retail destination, the Strand Arcade has teamed with rising star Sloan Peterson and a troupe of professional dancers to create an interactive music video.

The music video for Peterson’s first single ‘105’, doubles as a fashion lookbook and showcases the latest collections from the Strand retailers, including Dion Lee, Scanlan Theodore, Manning Cartell and Bassike.

The video features an interactive overlay which enables viewers to zoom in on the clothing for more details about the items, collections and stores.

The heritage listed building, which was established in 1891, features heavily in the video as singer Sloan Peterson dances through the hallways alongside dancers from the Australian Ballet School and Sydney Dance Company.

The music video is the second ever to be shot in the Strand Arcade. The first was David Bowie’s ‘Let’s Dance’ video in 1983, which featured scenes filmed on the ground floor of the building.

Melissa Prpic, the group marketing manager at Ipoh, which owns Strand Arcade, said the campaign aimed to build on the brand’s connections to fashion and emerging talent.

“Our decision to create a bespoke digital experience was a natural progression for the Strand Arcade. The video platform allowed us to showcase the latest collections from our retailers in a new and innovative way using cutting edge technology.”

The video was created by The Royals in partnership with Thirteen & Co. It is supported by print, POS and social marketing.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.