Sweeney Todd’s Brighton VIP Flagship Store Launch

One of Melbourne’s high end men’s salons, Sweeney Todd’s, launched their new headquarters at 243 Bay Street in Brighton on 15th November, 2016 and it was hosted by Tom Davidson.

Founder and Creative Director, Collin Allingham, who has over 30 years in the industry and has accumulated many accolades for taking part in a number of campaigns such as the ‘GQ Man of the Year’ awards, working alongside the honoured Stephen Foyle’s editorial team with GQ Editor in Chief, Nick Smith.

Not like any ordinary barber shop, Sweeney Todd’s new location contains an old-world vibe with luxurious finishes that will have any man feeling like he is stepping back in to time and taking a graceful walk through a gentlemen’s club.


Collin Allingham, owner and founder of Sweeney Todd’s engaged in HRPR to help relaunch the new Sweeney Todd’s flagship headquarters in Brighton by holding a VIP and media event, attracting premium clients. 


HRPR executed the launch event, from concept to completion such as VIP guest list, public relations, media wall management, securing sponsors, participating in shoots, scripting, run sheet and photography briefs.


The relaunch event was held successfully, with Tom Davidson as the host. There was a Whisky Appreciation Bar installed by Coca-Cola Amatil, music and entertainment by DJ Cherry Love, sponsored alcohol from Vodka-O by ASM Liquor, and gift bags were sponsored by American Crew.

Over 100 guests attended including Dean Ray, Dom Bagnato, Gamble Breaux (RHOM), Letitia Sindt (Miss Universe), Lina Grant (Big Brother), Sarah Maree Cameron (Nova), Susie McLean (RHOM) Timmy Knowles (The Voice) and Rohan McLaren (Australian Survivor). Media in attendance included: Channel Nine, The Attention Seekers, Toorak Times, Heard Magazine, This is Malice, Getty Images, and Nova 100.

Sweeney Todd’s main editorial coverage goal was to appear in GQ Style and Grooming sections, which was successfully delivered by HRPR.

Photography by Carly Ravenhall & Sam Tabone

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