Encore Delivers a Stunning Showcase Transforming Events at the Melbourne Cricket Ground (MCG)
Event overview
The Associations Forum’s dinner event was held at the MCG on 30 April 2025 attended by 200 event planner members. The event showcased the stunning renovations of the Olympic Room, Betty Cuthbert Lounge, and Betty Cuthbert Bar; MCG Events launched a new exciting menu and signature gin; and Encore delivered a highly creative event production, integrating the all the elements together in an unforgettable experience.
The theme “Reimagine What’s Possible” was just the inspiration Encore’s creative team needed, and they rose to the challenge with an integrated event design with the theme woven throughout.
Event objectives
- Showcase the newly renovated event spaces at the MCG.
- Create a platform for MCG Events to present their new catering menu.
- Launch MCG Events exciting new 1858 gin product.
- Provide a unique and engaging experience for the Associations Forum members.
- Demonstrate the amazing events that can be achieved with a committed event partner with a flair for creativity and partnering with customers for a bespoke solution to every brief.
Encore’s personalised approach
The creative team at Encore, led by Julz Partington, took the time to sit down with the MCG Events team to get a detailed understanding of the event brief and important showcases for both the MCG and MCG Events. This process enabled the development of a completely bespoke solution to the brief. A speakeasy creative theme was developed which was integrated throughout the event spaces.
Event management
Encore managed the entire event, including the floor plan, agenda, styling, and content creation. This comprehensive approach ensured a cohesive and memorable experience for attendees. Encore’s in-person approach and collaboration with MCG Events enabled a detailed understanding of the brief, which the creative team responded to with 3 concepts for consideration.
Guest experience
From the moment guests arrived, they were treated to an experience that stimulated all the senses. The stunning renovations at the MCG truly transformed it into an event venue that is not what might typically be expected at a sporting venue, into a next-generation event space for immersive and creative event experiences. The delicious food and beverages were a marvel in culinary and beverage design. The gin launch with speakeasy-themed surroundings provided a sophisticated environment to try the delicious new spirit.
Encore’s truly immersive, integrated event design and production flawlessly demonstrated what the best in the event business can deliver, with the partnership with MCG Events delivering a truly bespoke event venue for those looking for something outside of standard event venues.
Creative production highlights
Theme integration:
The event’s theme, “Reimagine What’s Possible,” was seamlessly integrated into every aspect of the event, from the styled decor to the eye-catching multimedia designed by the creative team. Encore created content for the scoreboards, LED screens, and LED Totems, consistently emphasising the theme throughout the evening.
Venue styling:
The event spaces were truly reimagined with the speakeasy theme, delivering sophisticated yet relaxed feel. The MCG was transformed delivering an immersive environment with themed décor, velvet green draping and florals, aligning with the MCG’s branding. The Olympic Room was transformed into a restaurant-style setting with intimate tables and styled centrepieces.
Menu launch: A cook-to-order menu was crafted by MCG Events to showcase their new menu, again showcasing the elevated culinary experience that MCG delivers.
1858 Gin launch:
Guests were welcomed at the Betty Cuthbert Bar with signature cocktails featuring gin—developed in collaboration between MCG and Mountain Goat’s new spirit—and served by flair bartenders.
Entertainment
A magician roamed the pre-function area, providing entertainment during the roving entrees. The event concluded with an “Hour of Power” for networking and dancing with live performances by the band, Midnight Mix, and a DJ.
Testimonials:
“Encore’s creative production truly brought our vision to life – showcasing our newly renovated event spaces, launching our latest menu, and delivering an unforgettable experience for our guests. We were especially impressed by how the team took our initial ‘Reimagine’ theme and elevated it into a fully immersive experience, brought to life through stunning multimedia across the venue. The attention to detail in the speakeasy-inspired décor and styling was exceptional, and the entire event was executed with creativity, care, and professionalism.”
Association Forum guest comment:
“An absolutely phenomenal experience! From the moment we arrived, it was clear this wasn’t going to be a typical venue showcase. The transformation of the MCG into a sophisticated, speakeasy-inspired setting was fantastic. Every detail – from the velvet draping and ambient lighting to the interactive entertainment and multimedia storytelling – was executed with creativity and precision. It was a perfect blend of elegance, innovation, and surprise that completely redefined what’s possible in a stadium setting. Honestly it was a next-level experience!”
Encore’s creative production for the Associations Forum showcase event at the MCG demonstrated their ability to integrate themes, manage complex logistics, and deliver a memorable experience. The event successfully highlighted the MCG’s new spaces and MCG Events catering capabilities, setting a new standard for future events.
Overview
DEEPAL Australia launched its first electric vehicle (EV), the S07 SUV, at a spectacular event at Sydney’s iconic Bondi Beach. Designed and produced by award-winning creative event production specialists, Encore Event Technologies. The event seamlessly blended creativity, design, and sustainability to create an immersive brand experience that left a lasting impression on guests.
Creative Strategy & Concept
Encore’s creative proposal was entirely dedicated to DEEPAL’s brief – positioning the brand as a leader in innovative EV technology while reflecting its values of sustainability, user experience, and progressive design. Bondi Beach was strategically selected as the venue to align with DEEPAL’s connection to nature and sustainability, creating a launch that was as visually captivating as it was meaningful.
The event design took inspiration from DEEPAL’s sleek automotive aesthetics, featuring curved LED screens that gracefully wove through the space, mirroring the fluidity and motion of electric vehicles. Soft angles and a bright, modern colour palette complemented the brand’s futuristic identity, while natural finished, mirrored the surroundings bringing the creative strategy through the connection of brand and place.
Design & Styling
Rather than focusing purely on technology, Encore focussed on the event’s creative strategic to curate and create an atmosphere that reflected DEEPAL’s premium introduction in market. The main stage was a masterpiece of creative production, blending reflective flooring to bring all the tech elements and landscape into the depth of the stage set. The event space was carefully curated to offer a balance between structured presentations and organic discovery moments, allowing guests to engage with the brand at their own pace.
Six of DEEPAL’s new vehicles were displayed in the pavilion’s forecourt, designed as an interactive showcase where guests and passer byers could experience the innovative features firsthand. The VIP Lounge offered an exclusive retreat, featuring a seamless blend of modern aesthetics and furniture and event styling, including a projection-mapped virtual performance that captivated attendees.
Experience & Engagement
Beyond static displays, Encore introduced multiple creative touchpoints to enhance guest engagement. Branded interactive zones allowed attendees to explore the DEEPAL range in a hands-on way, while synchronised LED Pixel Totems Did we end up doing this?and ambient lighting guided the storytelling of the brand’s sustainability mission.
A highlight of the evening was the launch moment – choreographed to perfection with a dynamic countdown video, synchronised lighting, and a dramatic vehicle reveal that seamlessly integrated visual effects with live motion.
Entertainment & Memorable Finale
The entertainment concept was built around the themes of movement, energy, and the synergy between technology and nature. A water-themed dance troupe performed an immersive routine, symbolising the fluidity and sustainability of DEEPAL’s EV technology. Guests were then treated to a live DJ performance, blending futuristic beats with the beachside ambiance, ensuring a high-energy and memorable conclusion.
The event’s grand finale was a symbolic cultural exchange between Chinese and Australian representatives, reinforcing DEEPAL’s commitment to global partnerships. The exchange of gifts—Bondi Beach lifesaving uniforms for Chinese delegates and traditional Chinese artwork for Australian hosts—further strengthened the brand’s cross-cultural narrative.
Outcome
The DEEPAL S07 launch at Bondi Beach was more than just a car launch – it was a meticulously designed brand experience that showcased DEEPAL’s values through immersive storytelling, innovative design, and engaging activations. By integrating cutting-edge production with creative execution, Encore delivered an unforgettable event that solidified Deepal’s presence in the Australian market.
Event Highlights
Strategic Venue Selection: Bondi Beach was chosen to align with DEEPAL’s sustainability and innovation values.
Immersive Design: A blend of futuristic aesthetics with natural elements created a visually stunning and brand-reinforcing experience.
Engaging Experiences: Hands-on vehicle showcases, dynamic digital displays, and storytelling-driven presentations ensured deep audience engagement.
Creative Entertainment: The water-themed performance and cultural exchange reinforced the brand’s global vision.
Seamless Execution: The event flowed flawlessly, balancing structured moments with organic audience interaction.
Encore’s ability to create immersive, experiential events that reflect brand identity and values ensured that DEEPAL’s first Australian launch was an outstanding success. The event not only highlighted the S07 SUV but also positioned Deepal as an industry leader committed to innovation and sustainability.
“Encore transformed our vision into an extraordinary reality. Their ability to blend cutting-edge creative production with seamless event execution was truly impressive. From the breathtaking stage design to the immersive digital storytelling, every element was meticulously crafted to reflect our brand identity.
The team’s professionalism, innovation, and dedication ensured a flawless experience that captivated our audience and left a lasting impression. Encore didn’t just produce an event—they created an unforgettable brand moment. We couldn’t have asked for a better partner.”
Rebirth of a Sydney Icon as Encore helps deliver glamorous Re-Opening of Sofitel Sydney Wentworth
The Sofitel Sydney Wentworth recently celebrated its grand re-opening after an extensive AUD 70 million refurbishment, marking a new era of French luxury while honouring Sydney’s local heritage.
The glamorous event, hosted by Gold Logie winner Larry Emdur, gathered Sydney’s elite, including French Ambassador Pierre-Andre Imbert, Lord Mayor Clover Moore AO, and TV personalities like Sonia Kruger, Melissa Doyle, and Kerri-Anne Kennerley, alongside tourism leaders and loyal guests.
As a major sponsor of the event, Encore played a pivotal role in ensuring the success of this momentous occasion by providing all the audio-visual elements and technical production expertise. The grand re-opening event was a spectacular affair, showcasing the hotel’s new amenities and services.
Among the highlights was the stunning projection of the Sofitel logo and “60 years” against the building’s façade complemented by uplighting and moving spotlights, creating a dynamic and celebratory and atmosphere that perfectly complemented the hotel’s sophisticated new look.
Katherine Pfahl, Senior Director of Venue Partnerships, Encore APAC, expressed her excitement about the event, stating,
“We are thrilled to partner with Sofitel and to have sponsored their grand re-opening. Our team worked tirelessly to ensure that every detail was perfect, and we are proud to have contributed to such a successful and memorable event.”
The grand re-opening also marked the hotel’s 60th Diamond Jubilee, adding an extra layer of significance to the celebration. First opened in 1966 by Qantas, the Sofitel Sydney Wentworth has long been a landmark of luxury in Sydney, having hosted an endless list of international celebrities and dignitaries over the decades. Among its notable guests are Princess Diana and Prince Charles (now King Charles), Queen Elizabeth II, Sophia Loren, Elton John, and Bill Gates.
With a revitalised look that honors its storied past, Sofitel Sydney Wentworth marks a significant comeback in Australia’s luxury hotel sector.
“This refurbishment is a celebration of our heritage and a reimagining for the future,” says Sofitel’s CEO – Maud Bailly.
The hotel’s strategic location in the heart of Sydney’s CBD, near the Harbour Bridge and Opera House, has made it a fashionable destination for both local and international guests. General Manager Sam Panetta and Sydney Lord Mayor Clover Moore AO, among others, reflected on the hotel’s rich history and sparkling future, reaffirming its position at the heart of Sydney’s vibrant social scene.
The recent refurbishment, led by architecture firm FK, embraced a ‘modern heritage’ approach, honoring the hotel’s post-war minimalist origins while incorporating contemporary design elements.
The renovation also included a revamp of the conference and event facilities. Lighting, presentation and staging technology have been upgraded by Encore across 15 event spaces and the 629-square-metre Wentworth Ballroom. Now equipped with state-of-the-art AV technology and one of Australia’s largest LED screens makes Sofitel Sydney Wentworth a premier destination for events and conferences.
The grand re-opening event featured a range of activities, including the introduction of new dining options through a partnership with House Made Hospitality. Guests enjoyed the culinary delights at Tilda and Bar Tilda, Delta Rue, and the Wentworth Bar, further enhancing the overall experience.
As a major sponsor, Encore’s dedication to excellence and attention to detail played a crucial role in the success of the Sofitel Sydney Wentworth’s grand re-opening. The event not only showcased the hotel’s stunning transformation but also highlighted Encore’s expertise in delivering exceptional audio-visual and technical production services for high profile launch events.