Set in the long-abandoned third-floor of Flinders Street Station and two additional locations, TIME was an immersive art exhibition by artist Rone. We had the pleasure of leading a team of more than 200 people, across all facets from creative and technical production, operations, marketing and experience choreography.
A fictional history that transports audiences to post-WWII Melbourne, Time is inspired by an era when European migrants powered the city’s booming manufacturing industries. A vignette of mid-century working-class life and an ode to the faded yet enduring beauty of this forgotten place, Time captured the spirit of the city’s industrious past while offering glimpses of the station’s role as a once-glorious hub of work, learning and social life.
Eleven installations, each room adorned with Rone’s haunting signature murals, the artist and our extensive team created an immersive, multi-sensory installation that audiences will remember for time to come.
Presenting an exhibition of this style scale in a heritage building required a colossal amount of planning across 3.5 years. From securing the venue to production, lighting, sound, scenic design to finite dressing. Then add fun things like; unused for over 30 years, bump in across a 40m platform, fire codes, weight restrictions, narrow doorways, an active train station... a beautiful test patience and defiance.
A vignette of mid-century working-class life and an ode to the faded yet enduring beauty of this forgotten place, Time captured the spirit of the city’s industrious past while offering glimpses of the station’s role as a once-glorious hub of work, learning and social life.
Exquisite and meticulous set design and dressing, partnered with a musical score and sequenced lighting design, the exhibition interiors were adorned with Rone’s signature murals in each room. The final installations captured both the grand scale and character of the Flinders Street's hidden rooms and the minute detail of a post-war period of Melbourne’s history long lost to progress.
We went big with our marketing efforts, embracing new mediums and innovative tactics. Digital billboards, on-street advertising, a captivating social media campaign combined with a thorough publicity approach were key to making our mark in major cities across Australia.
Our second sell out production for Rone, well over one hundred thousand people travelled from across Australia and from 37 different countries around the world to visit. As a result of these past shows, Rone’s audience has now exponentially increased, drawing very special guests including Comedian Alan Carr and 80's icon Cyndi Lauper.
The Social Crew delivered the following services (and then some).
- End to End Project Management
- Creative Production
- Technical Production
- Operations Management
- Marketing Strategy and Implementation
- Communications
- Social Media Campaign
- Content Creation
- Ticketing Implementation
- Guest Management
- Stakeholder Management
- Staff Sourcing / Management
- Grant Writing + Application
- Successful application for the RISE Fund.
A Selection of Our Achievements
The project was independently produced and managed. Awarded Recipient of $1.86M RISE Funding. 2nd Exhibition in the history of Flinders St Station. The 6 month exhibition sold out every session which saw over 100,000 people through the space, visiting from over 37 countries including Australia, USA, UK, New Zealand, China, Mexico, and Germany.
Our extensive marketing and publicity campaign achieved a combined total number of almost 500k impressions across online, print, broadcast media and outdoor advertising, with the artist receiving a substantial increase in social media followers. The online audience increased EDM 60,000 / socials by approx. 20,000. Artist visitation increased by 600%. International exposure across 37 countries.
Not accessed for over 30 years, we understand 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 including our newly introduced specialists across set design, fabrication, engineering, sound and lighting production. Full list of collaborators via Rone.
Case Study reflecting our work is available.