Eyewear retail took a quantum leap forward with the opening of SIX SIX on Melbourne’s Little Collins Street earlier this year. Redefining the traditional approach to optometry and fashion frames, the stylish Kennedy Nolan-designed space is the perfect setting for an elevated and deeply considered approach sitting at the intersection between fashion, design and optical expertise.
As co-founder Dr Natalie Boffa explains: “At SIX SIX, we wanted to create a new kind of optometry experience — where eye care feels personal rather than transactional. It’s a space designed to slow things down, allowing time, care and connection to shape the experience.”
KDPO delivered a bold launch for SIX SIX, positioning the brand as a category-defining player in Melbourne’s premium retail scene. Through sharp messaging, targeted media strategy, influencer programming, and a high-profile event, the campaign reimagined optical retail as a luxury hospitality experience.
The launch drew over 200 fashion, media, and creative leaders, securing 30 media features with a reach of 18.7 million across outlets like Broadsheet, The Age, Sydney Morning Herald, and Refinery29. Tailored styling sessions with tastemakers including Maggie Zhou and Liz Sunshine generated 41 organic social posts reaching 428,000, while the event itself sparked 89 more, amplifying buzz to nearly one million.
The result? SIX SIX became one of Melbourne’s most talked-about openings of 2026, redefining what optical retail can be.
Events photos by Michael Pham
