Kirin Hyoketsu's World Square takeover will feature prominently in the precinct throughout December. Val Morgan Outdoor (VMO), digital-out-of-home arm of Val Morgan Group, has launched a domination activation at World Square in Sydney, bolstering its presence in the heart of its central business district (CBD). Popular Japanese premix Kirin Hyoketsu, managed in Australia by beverage company Lion, has partnered with UM Australia to inaugurate VMO's take over concept. See also: Mediaweek's Ad Placement of the Month: From City 2 Surf there's no out-running this win VMO collaborated closely with the World Square team to enhance and refine the existing domination solution. The comprehensive takeover includes floor, wall, and ceiling decals, column wraps, full branding of World Square's distinguished "Dragon Stairs" (beneath the dragon's tail), and digital placements across VMO's expansive large-format screens in the centre. With the ambitious move, VMO has aims to provide advertisers an opportunity to establish a strong brand presence in World Square, taking advantage of its an annual footfall of 20 million visitors. The retail precinct and urban hub is made up of over 100 retailers, luxury residential buildings Hordern Towers and World Tower, and office towers 680 World Square and 50 Goulburn Street, totalling more than 55 commercial floors. It also houses Rydges World Square Hotel which features ten floors of hotel, restaurants, and commercial space. Annalisa Sgambati, marketing manager at World Square, vouched for the advantage that VMO offers advertisers in meeting consumers as they "seamlessly transition from casual onlookers to committed shoppers, fully immersed in the shopping experience." Sgambati continued, "VMO has been at the forefront of providing brands with access to the centre, and together, we strategically position dynamic content in high-traffic areas to nurture robust and enduring brand connections. "Our collective goal is to amplify brand impact and craft meaningful and memorable consumer experiences." Paul Butler, managing director of VMO, conveyed his excitement about the collaboration with World Square and its potential of "enabling brands to deeply connect with consumers who frequent this busy location in the heart of Sydney CBD." Said Butler, "Our partners can now bring their campaigns to life across this immersive takeover unlike ever before. It also reflects our commitment to enhancing our solutions and offering creative and compelling opportunities that deliver results for our clients." Clare Tsubono, Australia and New Zealand media lead at Lion, affirmed the strategic fit of partnering with VMO for a World Square Domination, expressing, "through a blend of high-impact digital screens and ambient decals and assets, Kirin Hyoketsu is truly taking over and owning the World Square location - one of Sydney's largest retail and business hubs." See also: Two senior leadership promotions for VMO and Val Morgan Digital Related Items:UM Australia, Val Morgan, Val Morgan Outdoor