Fashioning festivals for the City of 
Melbourne in world-class style

City of Melbourne \ MSFW


Each year, the City of Melbourne hosts Spring Fashion Week in the heart of the city, showcasing the most exciting couture, creators and collections of the season ahead. And every year the bar is set higher for creating bold new looks for the Festival — in a style worthy of the nation’s fashion capital.


Neonormal won the fiercely competitive tender process, and for two consecutive years, we were awarded the Creative Consultancy and Activation Management for the Festival in 2016 and ’17.

Each year, we brought Melbourne Spring Fashion Week alive — designing and building the central Hub space at Melbourne Town Hall, managing launch events and satellite activations, producing programmes and runway shows, and showing off the best of Melbourne’s style to the fashion world.

As creative consultants for MSFW, we translated the themes of ‘Romance & Technology’ and ‘The Lightness of Spring’ into striking visual executions and styling elements across a host of iconic Melbourne venues in the city’s centre.

We curated scents and sounds, rolled out runways, layered lighting with fresh florals and suspended Spring over the heads of awed onlookers.


Activations appeared all over the city on Launch Night getting passers-by in the mood for Fashion Week, and giving Melbourne a taste of the MSFW experience to come.

The atmosphere was electric as festival-goers filled the luminous Hub space over both weeks. Our collection of events and activations, along with our flawless styling and execution, created memorable moments for attendees, serving as a stylish backdrop to Melbourne’s finest fashion offerings.

And the City of Melbourne couldn’t have been more rapt with the results.

What we did

  • Strategy
  • Design + Build
  • Major Events
  • Styling
  • Activation
  • Logistics
  • Content