Niecons’ vision for its $1 billion Oracle development in Broadbeach included a shopping street like no other in Australia. The Gold Coast is already well established as an international holiday destination with premium mall shopping, but it lacked an upmarket shopping street.

With the architecture and street plan decided, Niecon turned to Sin to create an upmarket brand which would attract high end retailers. Sin named Oracle Blvd as a deliberate homage to the European shopping precincts and helped position it as a true shopping street and destination in comparison to the existing shopping centres.

Sin established eight key benefits which retailers would look for, including diverse and continual market traffic, the freedom to create signature stores, and a carefully managed retail mix and development rather than a slow evolution of an existing street.

Niecon’s ambassador, Tara Moss, was commissioned in a series of luxury images to position both the product and the target market.