This month, Darling Square officially launched Hello Kitty Town, an immersive street festival paying homage to the worldwide phenomenon, Hello Kitty & Friends. In partnership with Haven and Sanrio, Hello Kitty Town will be housed at Darling Square for three months and feature themed food and drink offerings, and Australia’s largest Sanrio art exhibitions in the precinct.
Anchored by a larger than life, 5 metre Hello Kitty inflatable and a free outdoor art exhibition with some of the world’s best known illustrators. Darling Square has been transformed into the colourful world of Hello Kitty & Friends. Live in the precinct until April 29, activations, as well as new food and beverage items will continue to be announced, encouraging a return to Sydney’s CBD.
Speaking about the project Jacqui Stanton, Retail Marketing Manager, Darling Square and The Streets of Barangaroo, said “We’re thrilled to be bringing such a loved and iconic character to Darling Square. Hello Kitty represents harmony and friendship and after what has been such a hard couple of years, it is an honour for us to celebrate joy and friendship with Hello Kitty & Friends. We hope to encourage Sydneysiders and tourists alike to visit the precinct and immerse themselves in the art, food and culture of Hello Kitty.”Jacqui Stanton, Retail Marketing Manager
Food retailers across the precinct have joined in the fun, creating Hello Kitty themed menu items. Ume Burger has a Bad Badtz-Maru cheeseburger and white peach soda, Toastie Smith will have 5 limited edition toasties adorned with Hello Kitty ham bows, Bubble Nini Tea will have KeroKeroKeroppi Matcha and Hello Kitty Strawberry Yoghurt Crush teas and cult-followed Auvers Dining have a suite of dishes including the Lazy Egg Burger based on fan favourite Gudetama. More exciting limited edition food items will be dropped weekly.
The festival has been curated by Eddie Zammit & produced by Authority Creative. Spread throughout the Darling Square precinct, an outdoor art exhibition, sees some of the world’s most well known graphic designers, illustrators and street artists add their signature flair to a lovable character from Hello Kitty & Friends. Artists include UK cartoonist, writer and illustrator Gemma Correll; DXTR, a Berlin based artist and illustrator; Melbourne based large-scale mural painter Justine McAllister; Australian artist Travis Price, who is Hello Kitty’s featured artist for the festival; and more.
Hello Kitty merchandise is available to purchase in the precinct from various retailers and includes limited edition plush toys, wallets, cosmetics and even Hello Kitty hand sanitiser. The full list of activities and activations will be announced in the coming weeks and more information can be found at darlingsq.com/hellokittytown
For licensing enquiries on Sanrio in Australia and New Zealand, contact Diana Markezic at Haven Global: diana [@] havenglobal.com