Summer Busch

When I started at Commercial Bay as Marketing Manager, the idea of producing a runway show down the main laneway felt, honestly, like a slightly crazy dream. But if there was one thing I wanted to help build, it was Commercial Bay as a genuine fashion destination for Auckland... a place where fashion, culture, architecture and the city collide. As a Senior college student, I was a self-confessed fashion rat - spending weekends on High Street, sneaking into downtown's Black Luck Club on Thursday nights and watching Auckland’s fashion scene evolve in real time. To now be part of the team shaping how people experience this city feels pretty special. Auckland has grown enormously, and I’m incredibly proud to see how Precinct has contributed to that evolution...literally helping shape the skyline. So, when it came to our latest campaign, it felt right to create something that celebrated the buildings, the city and the season in a way that was bigger than life. Enter: larger-than-life models standing proudly alongside our architecture...Where style takes over. The idea was dreamt up late last year. I called my friend Emily Moon at Loupe and asked, “Could we actually do this?” Turns out, we could. And no, there’s no AI here! We shot the architectural plates on drones in April, then built miniature versions of our buildings for the studio shoot in July. Months of planning, problem-solving, creative trust and collaboration later, it’s now live across Auckland - and seeing it out in the world is a pretty wonderful moment. More than anything, this campaign is a reflection of what can happen when you’re given the trust to have fun, challenge the norm and take an idea somewhere unexpected. I’m incredibly grateful to Precinct for giving me the space to do exactly that, and to the brilliant teams and collaborators who brought the crazy dream to life. And tonight, we take it from campaign to runway. Our fashion event kicks off at 8pm and runs through Sunday, with Wheriko Lane transformed for a celebration of the season... and yes, it’s completely free. Because fashion should be for everyone. Come for the fashion. Stay for the food specials. Experience Commercial Bay after dark. This one’s for Auckland. Maddison McKenzie, Grace Buckley, Kayle Lawson, Nika Januszkiewicz, Liz H., Newton Cook, Asher Walker, Andrew Trounson, Nicola McArthur

Born from a shared belief between friends: the right ambience changes everything. That belief became CEENE - a brand at the intersection of décor and fragrance, beginning with luxury sculptured candles. Designed and hand-poured in New Zealand, each features a bespoke fragrance. For us, ambience is considered. From form to fragrance, every detail is designed to shape a space and elevate a moment. Every CEENE candle is crafted and refined until it feels exactly right.  We're proud to introduce our first two releases: 01. Sterling 02. Blanc We can't wait to share more! Claudia & Analise

Finding a rare moment to pause, I wanted to celebrate the volume and calibre of work our small-but-mighty team (now across AU & NZ) delivered in 2025. As my friend Amber Ritchie reminds me, “If you’re not active on LinkedIn, WTH are you doing?” So here’s a peek BTS of Public Library PR, the tight-ish version. We kicked off the year with 'This Is NOM*d' a retrospective for legacy brand NOM*d at the Dunedin Public Art Gallery. From the emotional opening night to the Sunday Magazine cover it was a special start to the year. Margarita Robertson Tim Pollock Karen Inderbitzen-waller We delivered premieres for The Last of Us Season 2 and The White Lotus Season 2 for HBO Max on NEON. Stylish, strategic and always satisfying with the right team. Stacy Taylor Safia van der Zwan Gillian Tran Then, First Mates, Last Laugh’s bday party! Auckland’s must-have invite. It's a joy to work with smart operators who know how to host a fabulous party. Judith Tabron Jack Tabron Kylie Mann Steve Mann Amy Burton Platypus kept us busy with partnerships, content & activations, achieving objectives across AUNZ & scoring some great sneakers along the way. Best in the biz Georgia Webb Cameron Kelly Rachel Claxton Lachy Venten Fashion followed, working with CFDA alum CLAUDIA LI on press and FOH for her NZFW debut. Rave reviews, major coverage (including another Sunday cover) and one very happy client. Commercial Bay was a major focus: Fork & Fame for Harbour Eats saw judges crown winners across categories like Bang for Buck, Best Date Eats and my favourite, the Zero Forks Award. Thanks to Anna Farrera, Jack Spence at Pead PR, and Renai Hagstrom & Greer Bland at Undertow for bringing Best Foods Mayonnaise and Pic’s Peanut Butter respectively on board. From OOH and content to KOLs and partner management, we did it all! Before rolling into year three of Solstice, a four-day celebration of fashion, music and food. Laneway catwalks, curated hospitality and open-air entertainment designed to drive traffic and sales while showcasing the precinct’s personality. Lily Montana Maddison McKenzie Sarah Jane Hough Karen Inderbitzen-waller Rounding out the year, Avatar: Fire and Ash, managing NZ press junkets and the red carpet press pit. A career highlight! Corey Te Wharau Johnathon Mercuri Tash Salotti Brooke Birch Kathryn Seymour And that’s just NZ. Our Australian business, led by powerhouse Summer Busch, went from strength to strength: Skullcandy’s Method 360 ANC AU launch (Today Show coverage!) Kerry Fisher, everything Platypus, reunions with Salomon Briony Kent Oskar Molini, Glue Store, Beach Brains and more. Phew! Grateful, proud and reminded just how special this team is: fast, detail-obsessed, solutions-led and genuinely fun(ny). Huge thanks to the heart of PL Summer Busch Laura O'Gorman Synthia Bahati Anna Mehrtens Dan Gosling Emma Cruickshank Sarah Jane Hough (special mentions Antonia Allen Estelle Schuler). Feeling lucky, grateful and excited for what’s next!

Today we launched Salomon into Platypus Shoes with an exclusive range & ofc one hell of an event ✨ Two brands who have always put community first and valued the power of IRL experiences, we hosted our first (& hopefully not last) coffee rave at OnAir in cremorne. Hosting 40 key friends of the brand and 10 consumer competition winners the vibes were high and the coffee flowing 💃🏼 The event was covered by Life without Andy, taking over peoples social feeds so this launch could not be missed. The epic team at Platy Georgia Randall & Cameron Kelly pulled together an incredible 360 GTM with the support of Imogen O'Neill & Summer Busch 👟 Can’t wait to see what this partnership brings next 👀

As part of our partnership with Nexgen, an events and touring company in New Zealand, we worked across their summer festival The Coro Classic in Matarangi. This year was a huge success with a fully sold out event. To support our sponsoring of The Coro Classic and stage presence, Platypus executed a highly successful social and digital strategy for the event, resulting in a remarkable 111.538% increase in impressions. The content series played a pivotal role in positively shaping brand resonance and highlighting the importance of forming mini-campaigns around large-scale events. We executed through 3 phases. Hype, Live & Post. Our key element of this strategy was 'Hype' by promoting the event with lead up activations. A part of this was our 'Road to Coro Classic' road trip series from Napier up to Matarangi engaging with our local customers. We stopped in 7 locations ‘hiding’ a $500 Platypus voucher. This series was executed across stories where we saw our average impressions more than double as well as IRL responses from our audience. The campaign marks a significant step forward in enhancing Platypus's brand recognition in the New Zealand market, with strategic insights emphasizing the effectiveness of this approach for future partnerships. A big thank you to Public Library Showroom & PR & Summer Busch who are key in making this come to life.

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