IconPark was the world’s first online crowd-funding platform and real estate fund dedicated to bars and restaurants. Engaging customers as collaborators, each “crowd-chosen” operator has a 3 month residency in the East Sydney location. Holysmoke! was engaged to manage the PR not only for the brand but also the winning residents.
Stanley St Merchants, the first residents, epitomised seasonable and sustainable Australian native cuisine, married with artisanal spirits and celebrated Melbourne coffee royalty St Ali. Featuring award-winning Western Australian Chef Matt Stone, Sydney’s bar master Bobby Carey, gin-distiller Jeremy Spencer and Melbourne coffee baron Sal Malatesta.
Throughout Stanley St Merchant’s introduction and residency, over 67,247,900 impressions were generated through editorial media placement. These included 12 print articles in national and metro media Sydney Morning Herald – Good Food, Sunday Telegraph, Daily Telegraph, The Australian, CLEO as well as over 170 online articles Timeout Sydney, Concrete Playground, Broadsheet, Fairfax Good Food, Gourmet Traveller, Hospitality Magazine, BRW, Daily Addict, The Australian and an interview on Monocle 24: The Menu