GEORGE BODY OF WORK
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BACKSTAGE
ABOUT US
GEORGE is an innovative and contemporary corporate creative, events and brand activation company, offering inspired and bespoke designs with a fresh perspective for all occasions. Born from the desire to create original, captivating and unforgettable experiences, GEORGE offers a truly unique service encompassing everything from visual merchandising and experiential event design to full event production and logistical management. The talented and diverse GEORGE team are polished artisans creating unique, momentary brand experiences always rendered with a sense of approachable elegance. Each and every tailored brand expression is thoughtfully considered in collaboration with our clients to ensure an outcome that is genuine, engaging and most importantly fun for everyone.
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BACKSTAGE
OUR PRO CES S
The experienced and passionate GEORGE team is dedicated to providing bespoke event design and management to businesses and corporations to increase the experiential value of their occasions. We have been collaborating with leading brands since 2007 to deliver successful brand environments, corporate dinners, conferences, brand activations and product launches. At GEORGE we see design and management of a brand experience as being one. Every touch-point from the guest arrival, to the choice of entertainment, presentation of food and the interaction with our clients’ product should be considered, designed and reflective of the brand expression. We see this process as a collaboration with our clients to ensure success and enjoyment. We aim to become an extension of your internal team, with the same passion and dedication to the brand as yourselves. Our goal is to excite, engage and endear target audiences to our clients’ products and services, whilst creating memorable experiences that truly reflect your brand.
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BRAND ACTIVATION
YEL LOWGLEN
The Yellowglen Terrace was a multi-year activation designed to create the perfect environment for racegoers to experience the racing, the fashion and Yellowglen Sparkling. Located on the front lawn of main straight at Flemington Racecourse, GEORGE designed a space that took advantage of the second storeys sweeping views of the track, allowing guests to enjoy a glass of sparkling (or a pretty piccolo) and create lasting memories associated with the Yellowglen brand and Melbourne Cup Carnival. Inspiration was drawn from the Yellowglen brand with a touch of The Hamptons. Warm plywoods were paired with crisp white, sharp black, mirrored gold and lush greenery to create an approachable elegant environment. Internationally broadcast, GEORGE took advantage of the vast facade with emotive Yellowglen branding to ensure they where captured on the extensive television coverage. A custom selfie hub was designed to allow guests to strike a pose, capture the moment and remember the fun long after the races had finished. Racegoers sipped delicious sparkling cocktails at the custom bar whilst the DJ filled the air with relaxed party tunes. The perfect combination for an effervescent celebration. Social shares at #yellowglenterrace #alwayssparkling
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PRODUCT LAUNCH
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CONVERSE
Converse’s inherent sense of cool meant that designing a space for the launch on the Chuck Taylor All Star II was truly creative, collaborative and fun. GEORGE took over a vacant retail space in the heart of Melbourne’s CBD and transformed it into a gallery style exhibition of suspended sneakers. Clear screens with pockets housing a set of sneakers for each guest divided the space, creating intimate areas within the larger warehouse styled space. The clear, graphic, industrial styled design was the perfect backdrop for the new reflective camouflage and kaleidoscopic knit prints within the collection. Guest were invited to document the night with an interactive trampoline photo booth where they got to experience the spring like nature of the new Chuck Taylor All Star II as they flew into the air while their photo was taken. Follow the event at #chuckiiaus #readyformore
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CONVERSE
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MARQUEE
SCHW EPPES
GEORGE collaborated with Schweppes, Broadsheet and Willett Marketing to create Bar Schweppes. A dove grey, white, blacks and oak environment that encapsulated the essence of the Melbourne’s bar and restaurant scene to The Birdcage at Flemington for the Spring Racing Carnival. GEORGE drew focused inspiration from the characteristic of the Melbourne food scene utilising hanging bare bulb lights, handmade timber furniture from Arteveneta, white subway tiled bar, leather banquette seat and a show-stopping neon sign which all represent and celebrated all that makes Melbourne eateries and bars cool. Bar Schweppes had an ambassadorial feel, with menu items from iconic Melbourne restaurants Chin Chin, Saint Crispin, La Latteria, Saigon Sally and The Estelle. Behind the bar, t menu is comprised of an assortment of cocktails, with original recipes from The Beaufort, The Woods Bar, Black Pearl, Seamstress and Bar Ampere, all mixed with Schweppes products. This project was a true collaboration on all fronts as GEORGE was thrilled to be apart of it. See more of the event at #barschweppes @schweppesaus
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SCHWEPPES
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RUNWAY
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DI ON LEE
Celebrating Dion Lee’s arrival to the temporary Inhabit Space at Westfield Doncaster, GEORGE created a secret sleek underground parade for VIPs and media to view the collection being launched. A refined industrial aesthetic of copper, pink and lush greenery were juxtaposed against the raw concrete surroundings. The space was revealed on stages to build the suspense. Guests mingled and drank Champagne before the room was opened further to reveal a runway and stage with a DJ booth. In the trend of a salon styled showcase Dion Lee himself curated each look. Each guest left with a feeling that they had been initiated as members into a secret society of premium, coveted Australian fashion.
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MARQUEE
DAVID JONES
Signifying the commencement of the Spring Racing Carnival, Caulfield Cup is one of the most hotly contested events of the racing calendar. David Jones’ presence and sponsorship at this event is as long standing and iconic as their black and white hounds-tooth. Taking inspiration from this, GEORGE created a bespoke marquee environment for David Jones to host their stable of premium fashion elite, from style ambassadors to designers, celebrities, a national A-listers. The monochromatic environment was accented with geometric prints, chrome details and sculptural white orchids, creating the perfect backdrop for the elegant and refined guests to pose against. See more of the event at #djsracing @davidjonesstore
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CHARITY EVENT
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GARNIER BRAIN BEATS
In partnership with Carrie Bickmore, Garnier helped to officially launching the new foundation Carrie’s Beanies 4 Brain Cancer in a big way with Brain Beats 2015. A massive party akin to a music festival featuring top British singer/songwriters Ed Sheeran and Passenger, as well as a plethora of Australia’s musical talent and comedians the event was a great success raising close to half a million dollars. GEORGE collaborated with Garnier to activate the communal spaces throughout Margaret Court Arena with a Garnier Styling Hub, allowing festival goers to experience their products in a relaxed causal environment. Arbours of tropical greenery were a contrast with fresh blue pastels and crisp white. Touch up stations allowed hair stylists to finesse those festival affected do’s. Follow the event at #BrainBeats2015 @carriesb4bc
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MOMENTUM ENERGY
Momentum Energy’s Trackside marquee at the Melbourne Cup Carnival was the perfect way to celebrate their parent company- Hydro Tasmania’s 100 year anniversary. Drawing inspiration from the Tasmanian wilderness, a spectrum of greens were used to create an oasis for guests in the frenetic surrounding of Carnival. A dense vertical green wall created a backdrop to the bar and focal point within the room. Green spectrum ottomans were paired against a vivid green carpet. Historical images of the original HydroPower station were blown up in black and white, working in contrast to the rich green tones. The lineal ceiling pendants reflected the turbines of the station and the warm timbers acknowledged the natural beauty of the Tasmania Oak forests.
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HERALD SUN
Taking inspiration straight from its headlines, GEORGE designed a marquee concept around some of the Herald Sun’s most iconic Melbourne Spring Carnival stories. Router cut into timber painted white and mounted through the marquee and facade, guests could not help but feel immersed in the excitement and spectacle that is Melbourne Cup. Positioned on the front row in the Birdcage, the crisp white environment was softened by warm blonde timber and Herald Sun’s signature royal blue. Hand made paper flowers cascaded down from a central skylight. Inset pigeon holes housed the daily edition, allowing guests to stay on top of the news and the all important form guide.
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PENFO L DS
The full bodied nature and rich heritage of Penfolds wines was the inspiration for this dark moody marquee. On arrival guests were greeted by a rich red wall adorned with the Penfolds logo expressed in red roses. Bottles of wine with only their necks showing created a tempting introduction into the space. Intense black walls with beading detail, a black timber floor with carpet inlays, continued to layer the space until the visual crescendo at the bar where the solid black wall merged into black parquetry pieces on the ceiling where it then dissipated into a crisp white ceiling. Highlights of red in the bar surround, soft furnishings and floral continued to layer up this dramatic interior. GEORGE made the most of this prime position within the Birdcage looking down over The Stables by constructing an addition to the marquee allowing guests to sit out on the balcony and admire the horses on parade before their big race.
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PENFOLDS
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C GU INSURANCE
With the brief of Monet’s garden at the Races from CGU, GEORGE turned their Winning Post marquee into a pastel floral oasis. Custom digitally printed images of Monet’s work created a foundation for the space. White metals arbours reached up and over the space were adorned with beautiful Spring floral in soft pink, lilac and violet hues. Copper and gold accent furniture gave the traditional colour palette of Monet’s work a fresh contemporary twist.
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PETER ROWLAND CATERING
Peter Rowland’s transported their Spring Racing Carnival guest to the stunning and sublime Palm Springs.Drawing inspiration from the iconic Parker Hotel, sharp white besser block patterns created the framework for the space. Softened with dark navy linen curtains, timber and aqua mid century furnishings and shiny leaved indoor plants. Carrying the theme through to the balcony, the vivid green astro turf set off the besser block walling to complete the environment and making racegoers almost think they are somewhere else.
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PETER ROWLANDS CATERING
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HEALTHE CARE
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THANK YOU
GEORGE