TIME by RONE | FLINDERS ST STATION
Immersive/Experiential Exhibition | Melbourne

Artist consultation, financials, grant writing, creative production, operations, marketing, partnerships, visitor experience, exhibition management + more.

Set in the long-abandoned third floor of Flinders Street Station, TIME was an immersive art exhibition by artist Rone. The Social Crew led and core creative team of 10, which expanded to more than 400 people, across all facets from creative and technical production, operations, marketing and experience choreography. Eleven installations, each room adorned with Rone’s signature murals, creating an immersive, multi-sensory installation that transported audiences to a fictional history of post-WWII Melbourne.

Achievements - The project was independently produced and managed by myself and my crew. During the depths of covid, I got stuck into writing applications, and the project was awarded recipient of $1.86M National RISE funding. The highest awarded grant for an independent artist project in the history of Australia (until someone tells us otherwise) and top 3 in the country for the funding period. The first major exhibition in the history of Flinders St Station since it was used 40 years ago - translating as lots of logistics and Heritage approvals, including a bump in across the train platform, and through a tiny door, up 3 flights of stairs.

Rone’s 6 month exhibition sold out every single session seeing over 140,000 people through the space (including Cyndi Lauper, Alan Carr (and others who cannot be named), visiting from over 37 countries including Australia, USA, UK, New Zealand, China, Mexico, and Germany, generating a total economic impact of $40 million.

Our extensive marketing and publicity campaign achieved a combined total number of 497,573,891 impressions across online, print, broadcast media and outdoor advertising, with the artist receiving a 27,000 increase in social media followers and an 18,000 increase in newsletter subscribers.  Artist visitation increased by 600%. The online audience increased EDM 60,000  / Socials by approx. 20,000. International exposure across 37 countries, value of $40 million. Not accessed for over 30 years, the venue is now partaking in studies to continue to house art exhibitions.  The project employed up to 170 specialist creatives, and extended to approximately 130 suppliers. A total of 400+ people. Case Study Available.

MIXED BUSINESS STORE | Public Art Experiences | Melbourne
Concept creation, production, grant writing, operations, marketing, partnerships. artist consultation, financials, grant writing, creative production, operations, marketing, partnerships, visitor experience, exhibition management + more.

To ensure there was access to free experiences, we extended three public art experiences, as mural works are intended for audiences to stumble across when moving through spaces. A tableau of Without Darkness There is No Light and The Newsagency were public art experiences that provided an introduction to what one might expect at Rone's latest exhibition, TIME. These works ensured that art continues to be accessible to all. 

Before it was The Mixed Business Store, had a little termite issue. We revived the space, creating a bespoke shop build and curated art store celebrating the breadth of creative talent in Melbourne and strengthening visitors’ knowledge of Melbourne’s artistic community. Represented within the store were more than 40 local artists - some selling prints, others preparing bespoke pieces. The first opportunity for contemporary artists in the city to sell works in a collective approach.

Achievements -  Without Darkness There is No Light, over its 3 month installation saw 1,371,135 impressions of foot-traffic alone, not including vehicle and tram traffic. The Newsagency saw approximately 600 people per day, with daily average foot traffic of 1070. The total estimated exposure of the Public Art Experiences is 2,924,215 over the 6 month period.  Case Study Available.

MONA FOMA | FANTASTIC FUTURES | Creative Arts Festival | Launceston
Creative production of the visual arts program, visitor experience

Tasmania’s Museum of Old and New Art commissioned us to produce and design their visitor experience for their summer festival. We were delighted to produce a range of artists including audio visual / sound / laser  artist Robin Fox (AUS), Kenneth Tam (USA), Jonathas de Andrade (BRZ who presented video works which focussed on a sense of community and coming togetherness, the underlying theme for the year.  

The visitor experience and interventions created directed flow and attraction throughout the space. We achieved this through the usage of sustainable materials and integrated  way-finding. tongue in cheek Interventions between major visual arts works to transform the precinct and relate back to the visitor experience concept, aptly titled Fantastic Futures.  Dressed subtly enough to draw visitors in and question the irony, the aesthetic repeated itself across the hallways, nooks and spaces of the Old Tafe. Boy it was fun.

I also created a “punk bunker” for the obvious - punk in a bunker. Music Director, and Violent Femmes legend himself, Brian Ritchie said “it’s perfect, you nailed the brief”. 15yo me would be pretty happy about that, but probably not let on.

Achievements -  The first creative execution of heritage space for the Museum of Old and New Art. Drawing the highest crowds since the festival was established in 2013, the building takeover with designed visitor experience had all eyes on what is soon to become a Gin Distillery

ART AFTER DARK | Major Art Weekend | Melbourne
Creative Production, Marketing, Brand Creation

In an exciting two night program, attendees are allowed rare and intimate access to evening art events as doors open after dark at ACMI, Art Centre Melbourne, Fed Square, Melbourne Museum, NGV Australia, NGV International and State Library of Victoria. Guests explore our most iconic venues in a whole new light and experience our city at its creative and vibrant best.

Featuring Ron Mueck’s awe-inspiring work ‘Mass’, a poignant monument for our times, comprising 100 large-scale resin sculptures of the human skull. We delivered this with gusto coming straight out of the blocks after lock down. Somehow pulling it together in just 7 weeks of pre-production - oooft.

Achievement - More than 125,000 people visited the city’s cultural institutions across the weekend of 13 and 14 May 2022. The event generated an estimated entertainment expenditure of $6.8 million plus a further $631,835+ from accommodation - a total economic impact of $7.4 million. This major project was delivered in under 12 weeks. Case Study Available.

UNDER THE SURFACE | Public Art Project | Gunaikurnai Country
Concept Creation, Creative Direction, Placemaking, Marketing, Production

Artist consultation, financials, grant writing, creative production, operations, marketing, partnerships, visitor experience development, wayfinding.

A curated public art project, created by us for the community, comprising local and internationally renowned artists' works, located along the existing East Gippsland Rail Trail and extending through a selection of villages, hamlets and townships of GunaiKurnai Country. We created this project for the community. Artists included Alice Pepper, David “Meggs” Hooke, Ling, Minna Leunig and Patricia Pittman. First Nations artists involved in the project, have increased work opportunities due to the scale achieved and awareness of their work. 

Achievements - Artists Alice and Patricia had not previously painted works of this scale in a public space. Since being provided the opportunity, both artists have continued to work on larger scale, public works which has subsequently encouraged other local artists and expanded opportunities within the community. Equally, visiting artists had never taken part in a welcoming program led by the local indigeneous community. This allowed all artists to parttake in a community workshop which focussed on understanding where they stand, allowing their work to be influenced by the historic story lines and natural surroundings, with a deeper awareness of the Gunai-kurnai community, and tjeor abundant connection with the animals and plants. Case study avaialble.

In 2022 a total of 63,658 visited the East Gippsland Rail Trail, showing an increase of 9,800 visitors to the trail since 2021. We are looking to extend this project across the region.  Case Study Available.

KAFF-EINE / GHOSTPATROL
Major Mural + Education Program | Korumburra + Toora

Creative Direction, Curation, Production, Podcast, Education Partnership

This project concept was born during the dark days of lockdown one, 2020 - a time which gave us time to regroup and think of some new concepts which I could contribute to the community.

The project aims to not only revive spaces and contribute to place-making, but provide the youth in the townships with an opportunity to learn more about the creative process in idea shaping, and share the mural design process. In Toora, primary students participated in a large-scale illustrative mural painting alongside the artist. 

Achievements - It was the first major mural project with an education program for primary/secondary schools in South Gippsland. Korumburra/Toora now welcomes more large-scale public works and the project has been incorporated into the future curriculum.  Assisting Kaff-eine was local artist Melanie Caple, on her first major mural. Melanie has since gone on to paint large scale, curate and present her work across Gippsland and Melbourne providing artist management under “Arts Eleven”.

Creative behind the project is featured in a podcast episode which visitors can activate by a QR code when visiting.

GREAT OCEAN ROAD 100 YEAR CELEBRATION
Progressive Cinema + Film | Various locations Great Ocean Road

Concept, Creative Direction, Interior Design, Set Build, Production, Documentary Direction.

Drawing on human curiosity, we created a progressive cinema trail along The Great Ocean Road by converting five 20-foot shipping containers into pop-up cinema experiences. Designed to connect audiences to the history of the road, the series encouraged visitors to journey the length of the road, peer behind the curtains of each immersive cinema and enjoy an intimate viewing of the successive mini-series. The documentary was also screened on SBS. 

This was a super fun fit out and opportunity to showcase Belinda’s stylist skills across the interiors of 5 containers. Individually sourcing all of the materials, in and out of lockdowns, with family sent to Op shops far and wide to obtain just the right piece. All containers were insulated to avoid excessive heat, and expertly fitted by our pals Supa Dupa Industries. What fun it was making everything from sewing the curtains, to painting bespoke details.

Achievements - Saw over 14,000 visitors and has a large amount of local community attended, generating a feeling of community pride. These little containers went on to form a pop up space in Abbotsford Yard and are utilised for the weekly market stall holders.

EMPIRE by RONE
Exhibition Experience | Burnham Beeches, Dandenong Ranges

Artist consultation, financials, grant writing, creative production, operations, access negotiation, marketing, stakeholder management, visitor experience direction, exhibition management + more.

We were commissioned to collaborate on with Rone just 4 months out from show opening. A small team of just 12 of us transformed Burnham Beeches, a 1930s abandoned mansion in the Dandenong Ranges, into a world-class street art experience. Part exhibition, part installation, part VR and AR experience, EMPIRE combined art, vision, sound, light, botanical design and scent to take audiences on a hauntingly immersive multi-sensory journey into a re-imagined past of a faded icon. 

Achievements - Our inaugural production for Rone sold out in 10 days, attended by 26,000 over 6 weeks. Increase of show visitation by 400%. Rone’s first major production saw visitors come from interstate and editorial pieces featured in the likes of Design Boom and HypeBeast - two of the largest global arts publications. His online presence increased and the gallery of limited edition works sold out within the first month of opening.

The regional visitation saw an increase in overnight stays to the region and a further economic impact of up to $1M. Subsequently, the visibility led to the property being purchased, with plans to become a 6-star hotel.

Case Study Available.