Vivid Sydney 2025, themed “Dream,” sought to captivate audiences with a blend of light, music, ideas, and food. While some brand activations delivered memorable experiences, others fell short, prompting discussions about the festival’s direction and impact. This analysis delves into the standout successes and areas where expectations were unmet.

Vivid Sydney this year featured immersive and visually striking experiences reflecting the “Dream” theme. Several brands, including tech, fashion, and automotive leaders, created activations blending creativity, storytelling, and public engagement.

Samsung: ‘Space to Dream’

Brief: Samsung returned to Vivid Sydney with “Space to Dream,” an immersive installation at Cockle Bay. The experience featured iridescent floating structures, dream-like light shows, and real-time interactivity powered by Galaxy AI.

Location: Cockle Bay, Darling Harbour, Sydney

Impact: The installation transformed water into art, blurring the lines between reality and illusion. It invited visitors to walk onto the water and experience a seven-minute show that visualised the dream state, integrating live action, Galaxy AI 2, and CGI.

Result: “Space to Dream” was lauded for its scale and beauty, becoming a must-see for festivalgoers. The collaboration with Australian talents and the use of innovative technology elevated the brand’s presence at the festival.

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Romance Was Born: ‘House of Romance: Dreams Collide’

Brief: Fashion duo Romance Was Born collaborated with tech studio Supergiant to project a kaleidoscopic homage onto Customs House.

Location: Customs House, Circular Quay, Sydney

Impact: The projection transformed the historic facade into a canvas of amazing laser projections, celebrating the duo’s portfolio in a maximalist explosion of colour.

Result: “House of Romance: Dreams Collide” stood out as a highlight of the festival, merging fashion and technology to create a visually stunning experience.

Kia: ‘Kia Portal’

Brief: Kia introduced the ‘Kia Portal,’ an immersive, high-tech experience showcasing their all-electric EV3 at The Rocks.

Location: The Rocks, Sydney

Impact: The activation transformed the car display into an interactive light show, blending synchronised waves of light, colour, and motion, creating an engaging experience for visitors.

Result: The ‘Kia Portal’ was praised for its creativity and innovation, effectively merging automotive technology with artistic expression, aligning well with Vivid Sydney’s theme.

What Was Missing in Vivid Sydney: When Brands Didn’t Quite Land

Despite standout moments, some brand activations at Vivid Sydney 2025 left audiences wanting more. While the theme “Dream” called for emotional storytelling and immersive design, not all experiences delivered on this potential.

Several installations, though visually impressive, lacked interactivity or deeper narrative connection. Visitors craved more tactile moments and story-led engagement rather than passive viewing.

The absence of the anticipated drone show also left a noticeable gap. It was expected to be a shared spectacle, and its cancellation underscored a broader desire for more ambitious, unifying experiences across the festival.

Vivid Sydney 2025 showcased the potential of blending art, technology, and storytelling. While brand activations like ‘Space to Dream,’ ‘House of Romance: Dreams Collide,’ and ‘Kia Portal’ exemplified the festival’s theme of “Dream,” there remains room for growth in delivering emotionally resonant and interactive experiences. Reflecting on the successes of 2024, future iterations should aim to balance innovation with audience engagement, ensuring the festival continues to captivate and inspire.