Woman camps overnight in tent hanging off building to mark opening of Icebreaker store

To mark the launch of its first Sydney store opening, clothing brand Icebreaker, had a woman camp overnight on the edge of a building near Sydney’s Pitt Street Mall.

The stunt, orchestrated by PR agency Poem, was part of the store’s search for its ‘wildest fan’ who slept in an Icebreaker-branded tent attached to the side of a building the night prior to the store’s opening.

https://www.youtube.com/watch?v=DVcgKuZLFQQ

Poem co-founder, Matt Holmes, said in a statement: “Icebreaker is all about inspiring adventures and with the first flagship store launching in one of the busiest city spots in Sydney, we wanted to bring the outdoors to an urban environment.