Defender and SXSW Sydney^_© joined forces to deliver an unforgettable celebration of creativity, technology, and exploration in the heart of Sydney. The event marked the launch of the exclusive New Defender OCTA—two unique vehicles in Australia—and featured immersive activations designed to showcase Defender's spirit of adventure and innovation.

The launch of the New Defender OCTA was the crown jewel of the event, offering guests an exclusive glimpse into the future of luxury SUVs. These vehicles represent the pinnacle of Defender’s engineering and design excellence, redefining what it means to combine elegance with capability. With only two of their kind in Australia, the OCTA vehicles captivated guests and set a new standard for the brand.

On October 18-19, Defender House became a hub of luxury, adventure, and innovation. Guests enjoyed a series of curated experiences that embodied the versatility and premium nature of the Defender brand:

•      Tom Ford x Defender Diffuser Creation: Guests crafted personalized car diffusers using Tom Ford’s signature scent range and their latest fragrance, Black Opium. This unique activation allowed visitors to elevate their driving experience with a touch of sophistication.

•      Wellness and Beverages: Morning sessions featured Harry’s Bondi fuel bar, while evening Moët Hennessy whisky tastings added refinement. Guests also participated in P.E Nation x Humming Puppy yoga sessions, blending wellness with the Defender lifestyle.

•      Stories of Substance: Defender’s brand specialists led engaging sessions that delved into the unique features and engineering of the OCTA. These discussions highlighted what sets the OCTA apart from the classic Defender lineup, offering attendees a deeper understanding of its capabilities.

The Defender VIP Night was a glamorous affair, attracting notable guests such as Mick Fanning, Kita Alexandra, and Andrew Kellaway. This exclusive media event featured the grand reveal of the OCTA vehicles, giving VIP attendees the opportunity to experience their luxury and performance firsthand.

Throughout the event, SXSW Sydney^_© attendees could book the ultimate test drive experience at the ICC. Guests explored Sydney’s city streets or embarked on coastal adventures to Bondi, getting behind the wheel of Defender 90, 110, and 130 models. These test drives highlighted the versatility and rugged performance that define the Defender brand.

The Tumbalong Park Vehicle Display brought the Defender brand to life for the broader community. Visitors had the chance to meet Defender Brand Ambassadors, explore customisation options such as paint colours and finishes, and gain insights into the off-road capabilities of the Defender lineup. This activation became a central hub for connection and discovery, celebrating the adventurous spirit at the heart of the Defender brand.