When tasked with refreshing Sylvia Park’s annual Envy publication we quickly realised that finding growth meant thinking bigger than the traditional notion of a magazine. This led us to reimagine Envy with no regard for traditional rules whatsoever.

We took Envy and blew it out across the Sylvia Park shopping centre, infused it with modern digital techniques and brought it to life with a range of interactive elements. Shoppers were invited to not only read articles, but explore them in augmented reality and create their own unique experiences.

The approach thrust the publication into the future and helped Envy engage with an entirely new audience.