Nala Suspends 24 Giant Inflatable Sculptures Over a Melbourne Laneway for Its Myer Launch

From September 10 to 13, 2026, Australian intimates brand Nala turned Staughton Place, a laneway in Melbourne's CBD just off Little Bourke Street, into "Boobie Lane": 24 custom giant inflatable breast sculptures suspended overhead in different shapes, sizes, and skin tones. The free installation, created with Sydney artist Christine Yahya, marked the brand's launch into 22 Myer department stores nationwide, its largest retail expansion to date. For marketers planning retail launches or brand activations, it is a current case study in how a custom inflatable installation converts a commercial milestone into a public event with a measurable participation mechanism.

24 Custom Inflatables Over Staughton Place, Open 8am to 9pm for Four Days

The sculptures hung above Staughton Place, next to Myer's Melbourne flagship, and were free to visit from 8am to 9pm daily across the four-day run. Working with Yahya, Nala designed the 24 pieces to represent the diversity rarely shown in traditional lingerie advertising, including post-mastectomy breasts, inverted nipples, stretch marks, tattoos, and body hair.

The installation paired the spectacle with a donation drive. Visitors were invited to bring clean, pre-loved bras, which will be sold through participating Salvos Stores to raise funds for The Salvation Army. For every bra received, Nala pledged to donate one new bra, capped at 500, to the Salvation Army's family violence programs supporting women and young people seeking safe accommodation.

Nala's range rolled out across the 22 Myer stores and online this month, with pieces priced from $25 to $79.

ElementDetail
InstallationBoobie Lane by Nala, with artist Christine Yahya
DatesSeptember 10 to 13, 2026
VenueStaughton Place (off Little Bourke Street), Melbourne CBD
Build24 custom giant inflatable sculptures, varied shapes, sizes, and skin tones
Hours8am to 9pm daily, free entry
OccasionNala's launch into 22 Myer stores, its largest retail expansion
Cause MechanicPre-loved bra donations via Salvos Stores; Nala matches each with a new bra, up to 500
Product Pricing$25 to $79, in Myer stores and online

Background: From a Floating Stunt on the Yarra to a 22-Store Rollout

Nala launched in October 2022 as an online intimates brand built around body representation, with sizes spanning A to K cups and band sizes 8 to 26. Boobie Lane is not its first inflatable collaboration with Yahya: the pair previously floated a giant inflatable breast down Melbourne's Yarra River as part of the brand's #FreetheNipple campaign against censorship of female nipples on social media. Other campaigns include the "Sorry to Offend You" breastfeeding push and a bare-chest Fit Guide featuring more than 100 unedited photographs.

The Myer deal is the brand's biggest bricks-and-mortar move so far. "Introducing Nala to Myer represents a significant moment in how we're continuing to evolve our brand offering," said Belinda Slifkas, Myer's Chief Merchandise Officer. Nala co-founder Chloe de Winter framed the installation around representation: "It's bold, playful and unapologetically us, but more importantly, it gives us the opportunity to celebrate so many different bodies and boobs."

What Boobie Lane Tells Marketers About Custom Inflatable Installations

  • Custom inflatables are now retail-launch hardware. Nala did not mark its biggest distribution milestone with a discount campaign; it commissioned 24 bespoke sculptures for a public street. A channel expansion became a physical event people traveled to see.
  • An artist partnership de-risks a provocative concept. Working with Yahya for a second time let Nala frame the installation as public art with a representation message, which is what allowed a CBD laneway takeover to read as a cultural statement rather than a stunt.
  • A cause mechanic turns foot traffic into a measurable number. The bra-donation drive with its 500-unit cap gave the activation a participation KPI and a charitable outcome, extending the story beyond the four display days.
  • Public space multiplies earned media. Within days, the installation was covered by marketing trade press and city lifestyle outlets alike, reach that would cost far more to buy as paid placement for a brand at Nala's price point.

Planning a Custom Inflatable Installation of Your Own

The Boobie Lane format is reproducible for product launches, retail openings, and awareness campaigns: a bespoke sculptural build, a high-footfall public venue, a message baked into the design, and a participation mechanic. The production challenge is sculptural fidelity at scale, because every curve and color is photographed up close. At 360 Inflatable, we design and manufacture custom giant inflatables and inflatable art installations for exactly this kind of activation, with 3D modeling, color-matched printing, and global delivery handled in-house. Share your concept and venue, and we will render the design before you commit.

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