Creative Direction and Design
This was a dream job. I LOVE designing pop up spaces and the Pie shop combined incredible design with cool technology to deliver free pies or Google Home Mini’s to AFL fans at the MCG.
I was the Creative Director and designer on this project working with the immense production talent of Sense Group. I created every touch point from the mammoth build to the custom packaging and uniforms. So many beautiful details were explored. Moving conveyor belts dropped prizes to guests down neon slope shoots. A mix of corrugated polycarbonate and large checkerboard floors created a nostalgic Australian feeling like stepping into a cool country milk bar meets pie shop. The hero Google Mini’s chatted to guests about the football and rewarded them with a prize.
AFL fans literally young and old came through the shop over 2 days and the looks on their faces when they won was the best feeling in the world. Have to commend Google on creating such a cool moment for Aussie football fans and giving away so much love.
Too many favourite photos.
Event photography courtesy of Sense Group
Photography: Sam Venn
Agency: Sense Group