Campaign celebrates our Supermelbourne

Kaylah Joelle Baker

Three iconic Howey Place shopfronts were completely transformed during October in an effort to encourage visitors to celebrate everything that makes our CBD what it is.

Labelled Supermelbourne, the vibrant pop-up experience was in place from Saturday, October 22 to Wednesday, October 26, with an underground light and sound installation captivating visitors and locals.

The activation marked the launch City of Melbourne’s (CoM) Only in the City campaign – a $4 million integrated marketing program designed to showcase the food, fashion, retail, art, and entertainment on offer in the city centre.

Only in the City is the sum of all of the unique parts that make Melbourne the most liveable city in Australia – where people travel from all corners of the globe to experience,” Lord Mayor Sally Capp said.

“Melbourne has a magnetism that comes from our top-tier hospitality, retail and entertainment industries. We want to celebrate those experiences because they only happen here in the city.”

The wide variety of events on the program are tailored to specifically represent Melbourne. Among the experiences are spectacular food and drinks, live entertainment, and an immersive underground art, music, and light installation.

For the opening weekend, attendees were also encouraged to go all out with their attire, with freebies up for grabs for the best-dressed visitors. •

For more information:


Caption: The Supermelbourne pop-up launch on October 17.         

Photo: Dan Castano.

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