While the city of sports and entertainment rugged up for a range of mid-winter experiences earlier this season, Melbourne Park came alive with the pastel hues and unforgettable tunes of a series of Winter Gigs.
And while the music itself – featuring the likes of Tyler the Creator, Glass Animals and The Strokes – was enough to attract guests from near and far, the festival brand used our precinct to its fullest, with bespoke branding, signage and décor the perfect case study in how to create a truly memorable experience.
Events are ultimately all about connection – with the performance or topic, with other attendees and of course with your brand. And according to Forbes, one of the most powerful ways to create brand connection is with emotion, which is where elements like décor, colour, light and food all have a role to play.
For the music takeover in Winter, Melbourne Park’s broader event specialists worked with designers to create a bespoke suite of posters, menu cards, decals and ads inspired by the pastel colours and tropical ‘flamingo’ aesthetic to deliver a ‘Splendour’ style event in the heart of Melbourne. If you live in the city, you would likely have seen one of the assets not just flanking Olympic Boulevard, but on walls and buildings across the city, giving people a taste of the brand experience beyond the venue.
Speaking of taste, our neighbours at Rod Laver Arena curated a takeover of their Upper Deck bar for pre-show snacks and drinks, with limited edition cocktails brought to you by Mr Miyagi and the Everleigh. These moments of exclusivity and one-off experiences really made the event series feel memorable and unique.
Back at CENTREPIECE, other recent events have taken a similar approach, with Committee for Melbourne fitting out our walkways with a living forest and branded light projections, while recent weddings and personal events have decked out the Grand Hall with gigantic floral installations and impressive displays of dinnerware and décor unique to each family.
We are lucky to house so many architecturally-designed halls, breakout rooms, terraces and spaces with ample room for custom fit-outs and personalisation. We also have an onsite team of the country’s leading A/V and production experts who can work with you to create installations, interesting rigging setups and light projections that give the space your own flair. And our renowned onsite chef will work with you and our teams to ensure your branded theme extends all the way from canapes to desserts.
Elsewhere in the surrounding Melbourne Park precinct, we have a range of transitional nature spaces and digital signage options that can be taken over with posters, graphics and brand colours. For the theatrical AIME Welcome Event earlier this year, circus performers on stilts even moved through the walkways, greeting guests with a taste of the brand right from the tram stop and leading them through a forest of colour and music.
This kind of individualised immersion went a long way to create a memorable evening. Because just like a good song, it’s the truly unique event experiences that stick in your head the longest.
Find out how you can make CENTREPIECE your next Masterpiece.