Bar Selecta — Heart Media

THE BRAND

Bar Selecta is one of those places that just has the “X factor”, a 10-seat Tokyo-style listening bar boasting vinyl, quality sound and drinks by some of the best to ever do it in Aus. It’s an incredible project, led by incredible people and with that, we knew we have to bring something unique to the table.

Social Media, Photography, Videography, Art Direction, Graphic Design, Campaign Management, Styling, Paid Ads, Strategy

BAR SELECTA

BAR SELECTA

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The team at Bar Selecta knew what they wanted from the drop. Not an agency but someone who “got it". Someone who understood that this wasn’t about selling drinks or filling seats, but about building a universe, a place in time that is 1970s Tokyo. Creating something that felt underground, secretive, and culturally earned. They needed the digital to feel analog, the brand to feel human, and the launch to go bang.

THE RECIPE

It’s more than a brand, Bar Selecta is a world. A world dripping in nostalgia, heavy on mood and light on anything that doesn’t feel unequivocally cool. How do you translate this world to digital? Welcome to our first shoot. A campaign creating the energy, the charisma and the magic that is this brand in a 3 bedroom town house more than 12km away from their actual (unfinished) location. The set consisted of a glass coffee table, a vinyl player, some whisky, incense and an invitation to something mysterious, see results below.

Then came the parties. Two invite only pop-ups that doubled as world-building exercises. No signage, no public RSVP, just cryptic DMs, whispered addresses, and a crowd that we hand-picked. We captured every detail like it was a film set, generating content to give the public a feeling that is Bar Selecta.

We pushed this out with a solid paid ad strategy and the socials were there to act as a moodboard, creating community along the way. What ensued was madness, publications everywhere and a certified buzz around Bar Selecta that led to huge success on opening.

Kōri

Shelanous