March/April 2022

EVENTS
What is an immersive event?
For us an immersive event is
something that you lose yourself in; it’s
engaging and emotive and has a strong
narrative. The story is the driver and
designing content that tells the story in
a captivating and memorable way is the
key element.
At AGB Events we love combining bold
ideas and technology. I love the concept
of lighting as it’s very accessible. It
overcomes language and physical barriers
and can bring art and culture
to life.
How are organisers, brands and educators
making use of immersive events?
Consumers today are more sophisticated and
their expectations around stimulation are
changing. Technology has had a huge impact
on communication and has really opened
up the ability to expand reach and influence
people.
Technology allows us to access and
exploit a narrative. A narrative, done well,
is something that engages people; it affects
them and they remember it. Organisations
see the value in that!
Today, events are using a lot more
technology – there’s a huge rise in visual
content, particularly augmented reality
(AR). At our 2021 ELEVATE SkyShow (a show
featuring 550 drones over Sydney Cove) we
also added an AR element.
Audiences are becoming much more
attuned and familiar with technology,
especially given the recent experiences
of the pandemic. It is now second nature
to download an app, scan a QR code etc.
technology has become more prevalent
and we’re utilising that evolution to build
multiple layers into event experiences; it’s
really exciting.
Why are immersive events so powerful?
Because they’re accessible… worldwide.
MATTHEW ANDREWS
FROM LEFT Lumiere Festival and Parrtjima
Even though the world shut its borders with
the Covid pandemic, technology enabled us
access. We were able to use technology to
visit galleries in other parts of the world while
never leaving our lounge. The reach now is
so broad and we’ve become acclimatised
to not attending but participating through
technology.
It’s adding a new perspective to event
concepts and development. It’s hard to
get your head around when you’re doing
something in the public realm, it has
longevity and it can travel.
Storytelling – how does it inspire change
and connection?
People are curious. They’re invested in
stories, especially about other people’s lives
and cultures. Experiences can change you
and our events have always been about
creating memorable experiences. By adding
new perspective to event concepts and
development, technology has allowed us to
tell stories in different ways – through visual
content, lighting, drones and AR.
EXAMPLES
Lumiere Festival (UK)
Lumiere invites local and international artists
to produce large scale artworks and events.
Launched in 2009 in Durham, it is now home
to 270 installations and has expanded to
Parrtjima
include Lumiere Derry (2013) and Lumiere
London (2016 and 2018).
www.lumiere-festival.com
Beauty Rich and Rare (travelling)
Commissioned by the National Library of
Australia, Beauty Rich and Rare was the
first Australian exhibition to appear at
the National Museum for Natural History
(Smithsonian) in the US.
It comprises six screens (65 feet long), six
laser projectors and has gorgeous imagery
illustrating the wonder and excitement of Sir
Joseph Banks and his team as they made the
first collection and recording of Australia’s
unique flora and fauna. www.naturalhistory.
si.edu/exhibits/beauty-rich-and-rare
Parrtjima (Australia)
A Festival in Light, Mparntwe
Parrtjima is the only authentic Aboriginal
light festival of its kind, showcasing the
oldest continuous culture on earth through
the newest technology – all on the 300
million-year-old natural canvas of the
MacDonnell Ranges in Central Australia.
The ‘Grounded’ installation is of particular
note. Visitors wander through an animated
sequence of curated Aboriginal artwork
projected onto the red sands of the desert
park. www.parrtjimaaustralia.com.au
ABOUT THE AUTHOR
Australian-based Anthony
Bastic is CEO and creative
producer at AGB Events. AGB
specialises in creating public
celebrations, iconic events and
innovative digital experiences.
Founded in 2006, AGB Events has
conceptualised and produced events and
exhibitions across Australia, Asia, Europe and
the United States.
Anthony’s ingenuity has been well
recognised by his appointments as creative
director for many international events
including the Sydney Invictus Games
Opening Ceremony (2018), the Melbourne
Commonwealth Games (2006), the Rugby
World Cup (2003), Melbourne’s New Year’s
Eve celebrations and the Sydney Olympic &
Paralympic Games Live Sites (2000).
www.agb.events
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