Ideated to embrace style and elegance, the society brand direction and launch set the stage to become Australia’s most talked about dining destination. Boi defined and directed the end-to-end development and execution of society across multiple touchpoints. Boi engaged international creative agency Studio Ongarato, working collaboratively to develop the brand strategy, printed collateral, art direction and signage. Boi brought the brand to life with digital campaign content, website development, strategic brand partnerships, social media strategy and event execution.

BOI’s objective was to drive the brand message of society - where no two visits need ever be the same. To continue to drive experience, BOI was engaged to curate and host soho house’s first Australian event, bringing together the city's creative community to launch soho house's ‘cities without houses’, a global creative community.

In celebration of the New Year, BOI was engaged to direct society's 2022 New Year's Eve campaign. A vision of glamour, the shoot styled by Saint Laurent and supported by Piper-Heidseick.

A partnership with the Museum of Australia implemented by BOI to bring to life HELMUT NEWTON: In Focus. The partnership saw a bespoke take-over experience of The Society Lounge, with touch points including the space being adorned with Helmut Newton's most iconic imagery, and a bespoke cocktail that drew inspiration from Newton himself: titillating, unconventional and subversive with the martini boasting a depth of flavor and complexity which like Newton, most certainly goes against the grain.