A Decadent Decade: How HeadBox Orchestrated Man of Many’s Milestone 10th Anniversary

When Australia's largest men's lifestyle publication, Man of Many, set out to mark its 10th anniversary, the team envisioned a high-impact, luxury celebration for 260 of its most valued clients and VIP guests. To transform this vision into a compelling reality, Man of Many appointed HeadBox Australia as the lead event management agency. Tasked with delivering an immersive, multi-level event experience at Watersedge at Campbell’s Stores, HeadBox curated a multi-sensory journey against the backdrop of the Sydney Harbour Bridge and Sydney Opera House.

The Challenge: Crafting a High-Impact Journey in a Heritage Setting

Designing a high-profile milestone event with interactive activations across multiple global brands required meticulous spatial planning and regulatory coordination. The primary challenges included:  

• Heritage Building Navigation: As a heritage-listed site defined by exposed brick walls and original timber beams, Watersedge required careful logistical execution to install custom tech and experiential activations without altering the historic framework.  
• Public Realm Approvals: Securing permission to display high-performance vehicles—a Lamborghini supercar and a Ducati motorcycle—within the iconic public precinct of Circular Quay required extensive council coordination.  
• Seamless Multi-Sponsor Activation: Integrating major luxury brand partners—including Lamborghini, Ducati, Benriach, Penfolds, and Seiko—demanded an intuitive layout that encouraged natural exploration across the multi-level venue without causing bottlenecking.

The Strategy: A Multi-Level Journey of Discovery

Over a 10-month planning timeline, HeadBox partnered closely with venue management team The Venues Collection (TVC) to build a dynamic event flow that continually engaged guests throughout the four-hour celebration.  

An Unforgettable Arrival Experience

Working alongside TVC, HeadBox successfully gained local council approval to display a Lamborghini supercar and Ducati motorcycle in Circular Quay directly outside the venue. As guests arrived, 3D projection mapping illuminated the building's historic façade with live entertainment and Man of Many branding, while harpist Jake Meadows provided an elegant welcome performance at the entrance.  

Tailored Experiential Activations

Inside the multi-level venue, HeadBox orchestrated a series of brand activations designed for guest participation:  

• Benriach Whisky Lounge: A dedicated tasting lounge offering curated whisky experiences.  
• Penfolds Champagne & Oyster Bar: Premium champagne pairings accompanied by a freshly shucked oyster station, complemented by cocktail bars and grazing stations throughout the venue.  
• Seiko Racing Simulator: An interactive zone featuring a state-of-the-art car racing simulator, where guests competed for a limited edition Seiko SRPJ95 timepiece.  
• Live Artistry & Interactive Keepsakes: Ice-sculpting master Kenji Ogawa carved two ice sculptures live on site, alongside a custom-built photo booth for guest mementos.  

Staggered Reveals & Live Entertainment

To maintain engagement across the entire evening, HeadBox implemented a staggered reveal strategy—unveiling new rooms, food stations, and experiential elements as the night progressed. On the main floor, DJ and saxophonist Sam Weiss kept the dancefloor packed.  

The Result: An Unforgettable Milestone Event

The 10th-anniversary event successfully brought together 260 key industry figures, including high-profile personalities such as Tim Robards, Lincoln Younes, and Andrew Redmayne. By pairing the historic architecture of Campbell’s Stores with modern activation design, HeadBox delivered a seamless event flow that elevated the Man of Many brand.  

“As we knew this event would have a lot of activations and wanted to make it a sensory overload, we worked closely with The Venues Collection team to make the most of the venue’s various spaces; unveiling different areas and experiential elements throughout the evening,” said Claire Stevens, Senior Event Manager at HeadBox Australia. “There were some great ‘surprise and delight’ moments supported by food stations and cocktails across these different spaces.”  

“I love the exposed brick and beams within the venue, it worked perfectly for the Man of Many brand and style,” Stevens added. “The layout of the venue also worked perfectly for our various activations and surprise moments. There were lots of opportunities for our guests to explore and discover the sensory overload.”