Sunglass Hut is taking summer underground with their station domination in Martin Place. The campaign will spend four weeks bringing the summer sights, sounds and smells of the beach and jungle to rail commuters on the Martin Place concourse.

Planned by M2M, created by Gotham NYC and brought to life by Adshel’s experiential team, the activation sets out to captivate the affluent professional audience passing through Martin Place, which carries nearly 40,000 commuter journeys daily.

Extending the floor to ceiling station domination format into new territory, the campaign delivers sound and smell elements specifically designed to give commuters a full sensory experience, ensuring a strong emotional response to the brand and its summer products.

Sunglass Hut marketing director, Kate Grech said that the Adshel site is a key activation for their summer strategy, adding “the Martin Place station domination provides a high impact sensory experience for commuters. It allows commuters to be immersed the imagery, sounds and scents of the #94shadesofsummer campaign featuring Global Sunglass Hut Ambassadors, Georgia May Jagger and fellow rock royalty Alexandra and Theodora Richards.”

Adshel chief revenue officer, David Roddick said Sunglass Hut’s creative use of the station domination was indicative of major retail brands exploring the power of immersive outdoor activations, “Adshel’s Sydney Trains Network provides a premium outdoor product, the concentrated environment and massive audience creates unique consumer bottlenecks, where brands can achieve real resonance with their target market.”

Currently live in Martin Place, the campaign is a must-see for those looking to push the boundaries in outdoor.