Image Credit : Gazzarazzi and Esteban La Tessa
Project Overview
We created a multi-level interactive experience to celebrate the diversity of SBS programming and introduce the new season’s line up to the media and agency partners.
We wanted to create a sense of anticipation and surprise, to show the guests that SBS is a broadcaster going beyond expectations.
For the five events in Sydney, we transformed Luxe Studios into a two-stage presentation. The first zone was sleek and white, to emphasise SBS’s technical expertise and future programming. We custom-built oversized smart phone and tablet shaped cabinets to house flat screens playing teasers for upcoming programs, to remind visitors that SBS works across all media platforms. Perspex tables and white chairs tied the theme together, with curated objects representing different countries, painted gloss white, to represent the broadcaster’s international outlook. We used coloured lighting through the presentation, which reflected off the glossy surfaces, to bring the audience right into the message. As they enjoyed the presentation with perfectly edited visuals, the guests enjoyed mineral water and a rather minimalist canapé selection. Perhaps they were slightly disappointed by this chic, yet austere hospitality...all that soon changed, as one entire wall suddenly moved out and large posts with bunting were carried into the space. Then a huge tapestry rug was unfurled and buskers invaded the presentation space, bringing the world of SBS alive, in an explosion of sight, sound, colour and amazing food!
The guests were then encouraged to explore the international market zone buzzing with street food stalls, providores and roving performers to convey the network’s diversity through sight, smell, taste and sound. There were Chinese and Vietnamese hawker stalls, Moroccan spice markets, Italian marble counters groaning with fresh salumi, tomatoes and fragrant basil; French bicycles piled high with baguettes and of course, native Australian bites and bush herbs. The immersive atmosphere became a real talking point and was also a great way to introduce SBS’s world-class food programming.
Project Commissioner
Project Creator
Team
Alex Zabotto-Bentley - Design Director
Kimberley Stewart - Producer
Jenni Munster - Style Producer
Peter Harley - Event Designer
Hayley Brown - Graphic Designer
Felicity Tottle - Event Stylist
Chantel Covey - Stylist
Thom Eagleton - Construction and Logistics
Project Brief
Our brief was to create a sensory experience to really communicate the SBS mission: “Join in.” For five events in Sydney and one large gathering in Melbourne, we created two separate zones: a sleek tech zone for the main presentations and an interactive market style experience. The spaces needed to be distinct, yet flow smoothly, and be easily disassembled to move to the next city.
Project Innovation/Need
Media launches happen every day. The challenge is to break through expectations and create a talking point and a real sense of excitement, while getting the core message across. How do you get these experienced journalists excited by a presentation? By bringing them right inside the multicultural world of SBS, and letting them literally “join in”. The broadcaster wanted to stage events in Sydney and in Melbourne in very different venues. The elements had to be adaptable to both spaces and easily transportable. While capturing the atmosphere and authenticity of the broadcaster’s multicultural influences, we also needed to look to the future and show the audience that SBS is an innovative media player.
User Experience
The whole experience was designed to bring users into the world of SBS, in every sense! Apart from the visual elements of the presentation, we added the sounds, tastes and smells of international food and produce markets. Users were able to interact directly with buskers, talk with local food producers and touch and taste produce made in Australia, influenced by the world. We worked with Australia’s most talented young artisans, wine producers, chefs and musicians, to create an authentic experience.
Sustainability
The elements of the event were designed to be broken down, and moved easily. The stalls were made from recycled timber. Many of the pieces will be remade and re-used in future events. Props came from second hand sources and our own archives, to be re-purposed and up-cycled in the future.
Event Experience
This award celebrates creative and innovative event design. Consideration given to originality, creativity, theming, audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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