As Mardi Gras takes over Sydney’s Darlinghurst this week, Liquorland has partnered with Audio Platform QSIC transforming its cool room into a pop-up Rave Cave.
Running since Monday 23 February to Sunday 1 March, the cool room has been reworked into a disco-lit pride party, complete with mirror balls, bold lighting and a curated Mardi Gras playlist, welcoming anyone keen to drop in.
MisTy Delray, Coles Ambassador and Drag Queen, made her presence known on Wednesday 25 and Thursday 26 February from 4pm–6pm, adding her iconic flair to the Rave Cave.
On Saturday 28 February, the volume turns up a notch, with a live DJ spinning inside the Rave Cave before the legendary Mardi Gras Parade rolls past the store later that evening.
Supporting pride
Beyond the party atmosphere, the Rave Cave will honour the community that makes Mardi Gras what it is through two meaningful tributes. The space will feature handmade parade costumes and a memorial music installation celebrating Sydney LGBTQIA+ community members.
The event sits within Coles Group’s broader inclusion commitment, including Platinum Employer recognition in the Australian Workplace Equality Index and ongoing support of Pride events nationwide.
“Mardi Gras is one of the most vibrant moments in Sydney’s calendar and this year’s theme of ECSTATICA speaks to the collective joy that defines it,” said Coles Liquor General Manager of Customer Loyalty Mia Horner.
“Our Rave Cave at Liquorland Darlinghurst brings that spirit into store.”
“Guided by our belief that everyone is welcome at our table, we’re proud to offer a safe, inclusive and fun environment for customers to enjoy as they prepare for the festivities.”
Loud and proud
QSIC is the next generation of intelligent audio retail experience and has an ongoing partnership with Liquorland to bring elevated in-store experiences through audio to its stores nationwide.
“We are committed to supporting LGBTQIA+ communities and are incredibly proud to partner with Coles to amplify their sponsorship of Sydney’s Gay and Lesbian Mardi Gras through our Rave Cave activation,” said QSIC Retail Media Strategy Lead Jaclyn Shaw.
“QSIC’s platform enables us to deliver hyper-targeted, locally relevant music, content and experiences, creating meaningful moments that connect with customers at a store level.”
“In this case, it allowed us to celebrate community members and allies through curated playlists and an immersive in-store activation.”
