Timed to follow Australia’s biggest run from the city to the surf, P.E Nation wanted to create a post-race destination in Bondi that felt energetic, stylish and accessible, catering to the wider community while offering a premium space for VIPs and brand partners. The challenge was delivering a high-impact moment within a complex race-day environment.
We reimagined Glory Days as a dual-zone brand experience. The forecourt became a fast-moving community hub offering free capes, tees, water and smoothies to passing runners, while the upstairs lounge hosted a high-energy VIP party with DJs, hospitality and constant content capture. Clear spatial planning, bold styling and layered partner integrations ensured the experience felt cohesive at every touchpoint.
– 2,000+ guests attended the activation
– 1,000+ thermal capes, 500 tees and thousands of drinks distributed, extending brand visibility beyond the site
– Strong turnout despite heavy rain and restricted access
– VIP area at full capacity, generating high-quality content and strong social traction
– Reinforced P.E Nation’s position in community-led, performance-driven experiences
Across the morning, the event balanced fast-paced community engagement with an elevated indoor atmosphere. Downstairs handled volume, giveaways, hydration and quick-stop interactions, while upstairs evolved into a lively brand moment anchored by DJs, mirrored accents and premium service. The styling approach, built around metallic textures and bold tape graphics, created a visual consistency that photographed cleanly across both zones.
With Bondi at peak congestion, our focus was on maintaining smooth flow through the precinct and ensuring guests could easily find the space within race-day restrictions. A clear wayfinding plan and continuous footfall capture helped us monitor movement patterns and adjust in real time. Unseasonal rain activated our pre-planned contingency: transitioning the DJ set indoors, which condensed the crowd, lifted the energy and created a stronger atmosphere for content capture. Despite weather and access limitations, the event held momentum across both the public zone and VIP lounge throughout the morning.