Theory Crew launches Bolia in Melbourne Australia

Theory Crew launched the first flagship Bolia store location in Melbourne, Australia. Through a strategic multi-channel approach incorporating a launch event, earned media and a considered influencer talent approach utilising micro, mid-tier and macro influencers Theory Crew brought Bolia to the forefront of Melbourne design. 

In support of the launch event, 75 guests attended, with a cumulative influencer following of more than 356,000. 46 pieces of content went live via KOL’s and media editors with highlight attendees including @marthaa__k, @maryykala, @garrett_mcnamara, @heathernetteking and @harryandtash. 8 pieces of media coverage went live generating a media reach of more than 7 million with coverage in Broadsheet, Australian Design Review, Inside Retail, and The Herald Sun.