THE CHALLENGE
Mirvac wanted to turn South Eveleigh into a winter destination for workers, locals and families. We needed to drive visitation and give people reasons to return, while building a stronger connection to the precinct and the stories that make it special.
THE IDEA
We created A Rekindled Winter, bringing the comfort of childhood nostalgia into the present. At its heart was The Rekindled Lounge, a nostalgic indoor-outdoor hangout filled with classic games, jukebox tunes, fire pits and simple pleasures. Across the precinct, a unique program invited people to slow down, rediscover old favourites and make some new memories together.
HOW PEOPLE ENGAGED
Guests knitted for charity, customised totes, wrote letters to their future selves and gathered for warm cookies, gelato and fire-roasted s’mores. Vinyl DJs and BrewDog deliveries turned Thursday evenings into an excuse to stay, while open mic performances gave emerging talent a stage. Beyond the lounge, free Forged in Steel heritage tours brought South Eveleigh’s railway workshops to life through the stories of its engineers, blacksmiths and apprentices. Family tours gave young explorers stamped passports to follow the journey, before returning to the lounge for more hands-on discovery.
WHAT IT BUILT
An estimated 9,200 lounge visits. More than 900 craft participations. And 723 attendees across 53 heritage tour sessions. A winter program that connected people with each other, local retailers and South Eveleigh’s past. Extended by two weeks, with visitors asking for the lounge to become a permanent fixture.
