As Mardi Gras takes over Darlinghurst, Liquorland has partnered with audio platform QSIC to transform its in-store cool room into a disco-lit pop-up “Rave Cave”.
Running from Monday 23 February to Sunday 1 March, the activation reimagines the store’s cool room as a pride party space, complete with mirror balls, bold lighting and a curated Mardi Gras playlist designed to draw in passers-by during one of Sydney’s biggest cultural moments.
Drag royalty and DJs bring the party in-store
Coles ambassador and drag queen MisTy Delray will appear in the Rave Cave on Wednesday, 25 and Thursday, 27 February from 4:00pm to 6:00pm, adding live energy and flair to the activation.
MisTy Delray Image: Liquorland
On Saturday 28 February, ahead of the iconic Mardi Gras Parade passing the store, a live DJ will spin inside the Rave Cave, turning the retail space into a pre-parade party hub.
Celebrating community beyond the dancefloor
Beyond the disco atmosphere, the Rave Cave also pays tribute to the LGBTQIA+ community that defines Mardi Gras.
The space will feature handmade parade costumes and a memorial music installation honouring members of Sydney’s LGBTQIA+ community.
The activation forms part of Coles Group’s broader inclusion strategy, which includes Platinum Employer recognition in the Australian Workplace Equality Index and ongoing support of Pride events nationwide.
Coles Liquor General Manager of Customer Loyalty Mia Horner said the activation reflects the spirit of this year’s celebrations.
“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. Our Rave Cave at Liquorland Darlinghurst brings that spirit intothe store,” she said.
“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.”
QSIC powers hyper-local audio experience
QSIC, which partners with Liquorland nationally to deliver in-store audio experiences, has tailored the Rave Cave soundtrack to reflect the Mardi Gras mood and local community.
QSIC Retail Media Strategy Lead Jaclyn Shaw said the activation demonstrates how retail audio can support cultural moments.
“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,” she said.
“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.”
Top Image: Liquorland