Campaigns today aren’t just selling a product, they’re selling a world you want to step into. It’s not enough to launch a collection on a runway or drop a press release into inboxes.
The most forward-thinking brands are crafting immersive moments, designing experiences where every element, from the scent in the air to the architecture framing the scene, speaks to the story they want you to remember.
The location has become the new luxury accessory.
A sunlit villa becomes a swimwear daydream. A coastal modernist home transforms into a film premiere venue. A countryside estate is recast as the set of a high-fashion Western. These spaces don’t just host campaigns, they become the campaigns, turning static imagery into living, breathing narratives audiences can feel.
This shift has sparked a creative arms race for the most spectacular, distinctive, and emotionally charged settings. It’s a formula that’s worked for everyone from global fashion houses and beauty brands to media heavyweights. And in NSW, several standout properties have recently taken centre stage.
Leading the charge is Pure Locations, the Australian agency matching brands with homes that are as photogenic as they are unforgettable.
Palms House, Vaucluse – Lancôme Press Showing & Event
Palms House is pure modern luxury, an architectural showpiece perched above the coastline, where floor-to-ceiling glass frames panoramic ocean views and floods the interiors with natural light. Sleek stone finishes, expansive entertaining terraces, and a seamless indoor-outdoor flow make it equally suited to photoshoots and events.
Lancôme used the property to full effect for an intimate press showing, transforming its open living areas into beauty presentation zones. Guests were welcomed into a light-filled, scent-infused space where the brand’s product storytelling could unfold with elegance against a backdrop of endless blue.
View property → | Event imagery →
Photography by Arctic Cactus Studio & Event hosted by Romano Beck
Alchemy, Bronte – Glassons Resort 25 Premiere & Dinner
Perched above Bronte Beach, Alchemy is an architectural retreat that captures the beauty of coastal minimalism. Pale stone, timber accents, and sculptural lines give it a serene yet striking presence, while expansive glazing invites the ocean’s shifting light inside.
Glassons selected Alchemy for the launch of their Resort 25 collection, hosting an intimate dinner that doubled as a premiere for The Nomad, a short film directed by Phoebe Wolfe. The home’s open-plan dining and terrace spaces allowed guests to move seamlessly between the candlelit table and the salty night air, making the evening feel both cinematic and personal.
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Location Images: Photography by Milly Mead
Photography by Daniel Hanslow
Hotel California, Woollahra – Fella Swim Campaign
With its blush-toned façade, arched doorways, and tiled terraces, Hotel California is a slice of Palm Springs glamour hidden in the heart of Woollahra. Inside, a mix of Mediterranean textures and mid-century accents create an easy, sun-warmed atmosphere.
Fella Swim leaned into the property’s Riviera charm for their campaign, shooting models on striped loungers beneath poolside cabanas, framed by romantic balconies, and bathed in the soft dapple of vine-filtered light. The setting gave the collection an air of escapism, conjuring daydreams of European summers without leaving Sydney.
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Photography by Georges Antoni
Location Image Photography by Felix Forest
The Grand Stud Farm, Dural – Meshki Campaign
The Grand Stud Farm is a world apart from the city, a sprawling countryside estate where open fields meet heritage stables, and sunsets wash the landscape in gold. The property’s weathered timber, wide verandahs, and authentic agricultural character are balanced by its immaculate presentation, making it ideal for high-fashion interpretations of rural life.
For their campaign, Meshki channeled Yellowstone energy with a refined twist, pairing tailored outerwear and sleek accessories with hay bales, long grass, and the elegance of the property’s horses. The result was a visual narrative that felt both grounded and cinematic.
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Photography by Darren McDonald
Galleria, St Kilda – Stellar Magazine Cover Shoot
Galleria is a living, breathing work of art, an eclectic St Kilda residence where bold colour, curated antiques, and unexpected textures collide. Every room tells its own story, from jewel-toned lounges to art-lined hallways and sunlit nooks framed by vintage furniture.
Stellar Magazine harnessed this richness for their cover shoot featuring Tony Armstrong and Rona Glynn McDonald. The layered interiors provided not just backdrops but visual counterpoints to the styling and narrative, adding a sense of intimacy and authenticity to the editorial.
View property → | Editorial imagery →
Photography by Steven Chee
Giardini, Pagewood – Sheike AW24 Campaign
Giardini is the embodiment of European elegance, a Pagewood estate where manicured parterre gardens lead into a home filled with French stone antiques, marble accents, and sweeping archways. The architecture draws from Italian palazzo tradition, with grand proportions and a sense of timeless luxury. For their AW24 campaign, Sheike staged models in sun-dappled courtyards, under arched colonnades, and amongst the greenery of the gardens. The location’s grandeur amplified the sophistication of the collection, resulting in images that feel both aspirational and deeply transportive.
View property → | Campaign imagery →
Photography by Emily Abay
As brands look for ways to connect with audiences beyond traditional studios, homes like these, curated and made accessible by Pure Locations, offer more than just visual appeal. They provide atmosphere, aspiration, and a tangible sense of story.
In today’s campaign landscape, the right house doesn’t just frame the product. Sometimes, it steals the show.
About Pure Locations –
Founded in 2004 by Michelle McCormac, Pure Locations was Australia’s first dedicated location agency, setting a new benchmark in the industry through innovation and personalised service. Today, the agency continues to lead, offering brands and creatives access to an extensive library of over 2,000 unique properties across Australia and New Zealand.
From luxury estates to character-filled suburban homes, Pure Locations connects clients with visually compelling spaces that elevate campaigns, productions and events. Every booking is supported by a dedicated location specialist, ensuring a smooth, end-to-end experience from brief to wrap.
With over two decades of industry experience and a team of in-house scouts constantly sourcing fresh locations, Pure Locations remains the trusted partner for brands seeking memorable, story-driven settings.
