Past Activations

Iconic bookstore Dymocks, a mainstay of Rundle Mall for over 30 years, launched their new store in the opulent Regent Theatre with exciting giveaways, a visit from the Premier, and a larger-than-life literary installation.

To launch Australia's newest and largest rebel rCX (rebel Customer Experience) concept store in Rundle Mall, excited shoppers were treated to exclusive gifts, interactive pop-ups and appearances by leading names in sports.

To celebrate the 10-year anniversary of FruChoc Appreciation Day, one of South Australia's most iconic treats chose to mark the occasion in Rundle Mall with a party where everyone was invited.

With a mission to raise vital funds for Lifeline Adelaide and get people talking about mental health, Nova 919's popular breakfast hosts Ben and Liam chose Rundle Mall as the site of a week-long activation that drew the attention of national media and an audience of thousands.

Lunar New Year celebrations have become an increasingly popular event for both those who traditionally celebrate it and onlookers who are enthralled by the electric atmosphere, with hundreds of visitors assembling in Rundle Mall for the annual performances.

Leveraging VOGUE Australia’s universally recognised brand and reputation as industry leaders in fashion, lifestyle and food, the 2021 VOGUE Festival sought to drive retail spend with an inclusive and customer-focused shopping weekend.

Jonny's Popcorn have traded on Rundle Mall for so long they're practically part of the furniture, and are well-loved by many South Australians.

Just like meeting a mate at the Mall's Balls, nothing says South Aussie pride like Farmers Union Iced Coffee (FUIC). When Farmers Union launched their new FUIC merchandise range in June 2019, they knew Rundle Mall was the only place to do it.

When homegrown heroes and iconic South Australian brand Bickford’s launched their new ready-to-drink ice coffee range, they instantly knew Rundle Mall was the right place to pop-up.

When Dr Martens' first store in South Australia opened in Gawler Place, just off Rundle Mall, they decided to celebrate the milestone with a bang.

Since 1997, Tasting Australia has been one of Australia’s most anticipated culinary festivals. Tasting Australia is a journey through South Australia’s produce from paddock to plate and a celebration of real food heroes.

Originating in the USA, Black Friday has gained momentum worldwide and in 2019 it became the busiest day on record in Rundle Mall. With stores open until midnight, together with incredible retail promotions, shoppers came out in force.

The Christmas season is one of Rundle Mall’s biggest events on the retail calendar as it becomes the heart of Christmas celebrations in the city. Every year the Mall promises to deliver a sparkling and enchanting festive celebration creating unique, must-see installations.

South Australia has long been known as 'The Festival State', and during the months of February and March, Adelaide comes alive with two major festivals, drawing hundreds of thousands of local, national and international visitors into the heart of Adelaide. 

VOGUE Festival, presented by VOGUE Australia in partnership with Rundle Mall, City of Adelaide and the South Australia Tourism Commission, is a retail-focused fashion initiative which celebrates shopping, drives incremental footfall and ignites the CBD.

Lunar New Year is an important cultural event which is recognised annually with celebrations showcasing time honoured rituals, music, art and food. It is a key time in the retail calendar and more and more brands and retailers are embracing the New Year celebrations.

Daffodil Day is Cancer Council’s most iconic and recognised annual campaign that raises life-saving funds for world-class cancer research.