Built by an incredible team of Melbourne hospitality veterans, Bar Selecta was never going to be just another bar. It was a hidden little world. A Japanese listening bar with warmth, taste and serious attention to detail. Vinyl, hi-fi systems, timber, low light, rare bottles and a kind of cool Hawthorn had not really seen before.

Our role was to bring that feeling to life before the doors even opened. We built the launch world around nostalgia and intrigue. Think old Suntory commercials, Japanese city nights, grainy record sleeves, mid-century interiors and the feeling of discovering something special before everyone else does. Through heavy ad campaigns, socials and story-led creative, we helped turn Bar Selecta into a place people were already talking about long before opening night.

The response was huge. Thousands and thousands of followers, major PR interest and a level of hype that made the launch feel immediate and iconic. Bar Selecta arrived with real energy, and the early success of the brand came from creating a world people wanted to step into.