Woman camps overnight in tent hanging off building to mark opening of Icebreaker store

To mark the launch of its first Sydney store opening, clothing brand Icebreaker, had a woman camp overnight on the edge of a building near Sydney’s Pitt Street Mall.

The stunt, orchestrated by PR agency Poem, was part of the store’s search for its ‘wildest fan’ who slept in an Icebreaker-branded tent attached to the side of a building the night prior to the store’s opening.

Poem co-founder, Matt Holmes, said in a statement: “Icebreaker is all about inspiring adventures and with the first flagship store launching in one of the busiest city spots in Sydney, we wanted to bring the outdoors to an urban environment.

“We knew that the brand had a core group of advocates and a really engaged community on social that could be leveraged to reach a mainstream audience.

“Store openings are pretty formulaic – lacking social currency or news value – so we launched a search for Icebreaker’s ‘wildest fan’ to take part in the world’s most extreme store camp-out.”

Icebreaker Australasia general manager, Greg Smith added: “We like to challenge ideas which is what ‘live wild’ is all about. City life is great but the continual compression of time and space can come at a cost. The more it’s compressed, the more people yearn for outdoor experiences as an antidote to how fast life has become.

“These days, outside is the new ‘outdoor’. While we’re definitely a great partner in the more adventurous and remote locations nature has to offer, we’re just as useful for more urban adventures. We passionately believe that living a life where we balance our city life with time in nature allows us to restore our soul and reconnect with our human spirit. And Pitt Street is a pretty cool place to tell that story.”

The new Icebreaker Sydney Flagship store is located in Westfield Sydney City.


  • Creative concept, event production, content and PR/social media: Poem Group
  • Video production:  Milk Money

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.