A New Era in Event Experiences: Inside the Vision of Nudo x Immerso Group
On 15 August 2024, the Venue Crew team were invited to attend the launch of the Immerso Launch Party at Two Ton Max… and of course we said yes! What an opportunity to be asked to witness a brand new, never-seen-before concept that we just know will change the projection of events in Australia as we know it.
We’re talking about the North Melbourne warehouse turning into a ‘playground for the senses’, thanks to state-of-the-art projection mapping technology. A partnership between Nudo, a Melbourne iconic event company and Immerso Group, Sydney’s immersive production house led to a groundbreaking space where art, light, and sound blend to create an unforgettable sensory experience. This collaboration between Nudo and Immerso Group transformed the warehouse into a vibrant, immersive venue perfect for any event that craves a touch of the extraordinary.
Venue Crew has enjoyed a long-standing relationship with Nudo, joining forces with all their notable venues across Melbourne (perhaps you’ve heard of The Trust, Two Ton Max, The Ivory, The Wool Mill, The Button Factory, Gather & Tailor and Chapel 1885)?
I recently sat down with Will Campbell (CEO and Co-Founder of Nudo) and Cesar Ramirez (Managing Director of Immerso Group) to discuss their innovative concept and their vision for its future.
Q. The event you hosted for industry insiders was incredible! I loved the feeling of being wrapped in a completely different space from what I’m used to Two Ton Max feeling like. Can you tell us about your partnership with Immersive Events and how that event came about?
Will
Our partnership with Immerso began at AIME earlier this year, where I quickly saw Cesar’s bold vision for immersive and interactive experiences. It was clear his team shared our values: they’re visionary, fearless in their pursuit of meaningful creation, and, above all, deeply passionate about delivering WOW moments for every guest.
Just six months later, we stood together at Two Ton Max, introducing Melbourne to our shared vision for transformative, immersive experiences. In today’s events, guests expect more—they want connection, purpose, and memorable, interactive moments they can share. Two Ton Max is Melbourne’s new hub for these experiences, where we bring modern brands’ stories to life through immersive design
Cesar
We’re thrilled that you enjoyed the recent event we hosted for industry insiders!
The launch event was designed to showcase the incredible capabilities of our partnership and illustrate how we can create immersive storytelling productions at Two Ton Max. Our theme, “Desert,” transformed the venue into an enchanting oasis, highlighting the power of projection mapping to transport attendees into a completely different space.
We see ourselves as educators in the industry, pushing boundaries and inspiring creativity. By thinking outside the box, we encourage event organisers to explore new avenues and ideas, allowing for unique and memorable experiences that elevate their events to new heights.
As pioneers in this new wave of immersive events, we’re excited to offer the industry the tools and inspiration needed to create captivating and innovative experiences. We look forward to continuing this journey together and can’t wait to see what incredible events we will create in the future!
Q. Launching this collaboration seems like equal parts creative pursuit and a brilliant way to bring something new to the Melbourne events market. What kinds of events do you think this kind of production would work well for?
Will
Immersive events are ideal for anyone looking to craft something truly unique and shareable, or to engage guests with a strong narrative or theme. The possibilities are almost endless, but here are a couple of ideas I’d LOVE to see come alive.
- Imagine a product launch focused on sustainability, where every visual and dining element embodies that concept. Picture an enchanted garden that grows in harmony with the product, enveloping guests as they enjoy sustainable delicacies, fresh from this Garden of Eden.
- Or an awards ceremony that feels more like a curated art gallery—each nominee highlighted as a guest artist, showcasing their talents in a dynamic environment that shifts with each award category.
- How about a birthday party for a brand where the visuals take guests back through time as the company has grown over the years, acknowledging pivotal moments and defining stories that have shaped the company, the culture and the vision. It could move into a snapshot of the future to keep the team motivated and inspired on what’s to come! I want to do this for my team at Nudo for our next birthday party!
I have more ideas, but let’s connect in person—I’d love to share the million other epic event concepts we could bring to life together!
Cesar
Here’s a glimpse into the types of events that can thrive under our collaboration:
- Corporate Events: We’ve successfully transformed standard corporate gatherings into engaging experiences. With Immerso Group’s stunning projection mapping and immersive audio-visual elements, companies have seen their branding come to life, fostering a deeper connection with their audience.
- Product Launches: Our joint efforts have already resulted in spectacular product launches that not only showcase new offerings but also create an interactive atmosphere that captivates attendees. The seamless integration of immersive content has allowed brands to tell their stories in innovative ways, making a significant impact.
- Weddings and Private Celebrations: This immersive concept embraced our unique approach to weddings, where personalised audio-visual productions enhance the emotional experience of their special day. From custom projections that highlight their love story to enchanting soundscapes, we’ve created memorable moments that couples and their guests cherish forever.
- Brand Activations: Our collaboration enables brands to engage audiences in immersive environments that encourage interaction and participation. Recent activations have utilised cutting-edge technology to create memorable experiences that resonate with attendees, enhancing brand visibility and engagement.
- Themed Events: We’ve had the pleasure of producing themed events that transport guests into different worlds. With immersive storytelling and tailored audio-visual experiences, we can create atmospheres that are not only visually stunning but also deeply engaging.
Q. How has the collaboration between Nudo and Immerso Group at Two Ton Max impacted the Melbourne events scene, and what can we expect from this partnership in the future?
Will
At Nudo, we don’t just design events; we understand the “why” behind them. We work with brands to craft engaging, interactive stories that captivate and inspire guests, taking them on a journey of visuals, storytelling, food, drinks, and design—all brought together seamlessly under one roof.
Cesar
We are excited to share the incredible experiences we’ve been creating through our ongoing collaboration between Nudo and Immerso Group at Two Ton Max. This partnership has already begun to make waves in the Melbourne events market, combining our strengths in venue management, culinary excellence, and immersive audio-visual productions to deliver unforgettable experiences.
As we continue to explore new horizons together, we’re excited to see how our collaboration will evolve and inspire even more innovative event concepts. Our commitment to delivering exceptional experiences remains at the forefront of everything we do, and we look forward to sharing more success stories and creative endeavours in the months to come. Stay tuned for updates on our journey in redefining the Melbourne events landscape!
Q. How are immersive experiences changing the landscape of events and brand engagement, and what makes Two Ton Max a viable option for hosting these types of events?
Will
We’re on the brink of a trend explosion. Immersive experiences, VR, and AR are becoming central to sales, events, and customer experiences for top brands worldwide—and it won’t be long before everyone follows suit. Previously, the main barrier to hosting immersive events like this was cost, due to the complexity of setup and production costs. Now, with Two Ton Max designed as a permanent immersive venue with an in-house production team, it’s more accessible and affordable than ever.
Cesar
Our partnership aims to pioneer a new era of events by making immersive productions more accessible to the events industry. While projection mapping and immersive visuals have existed for years, they often come with high costs that limit their use to only the most expensive budgets. We want to change that narrative. By leveraging innovative technology, we provide creative options that allow event planners to captivate audiences, present products, and enhance themes with stunning visuals projected onto the walls, all at affordable rates.
Q. For people considering this sort of atmosphere for their event, what do you find helps to complement and complete the experience? (i.e. would you also bring in your typical scope of entertainment, F&B ideas, etc.?)
Will
The experience really depends on the event’s purpose and theme. Stunning projections alone aren’t enough; guests crave experiences where each element connects seamlessly. Projections are just one piece of the puzzle.
I recommend starting with the core theme or concept, then prioritising the elements that best bring it to life. At a minimum, pair projections with a delicious menu, lighting, entertainment, and styling. These elements ensure that the venue’s design aligns with the food and visuals, creating a fully cohesive experience. At Two Ton Max, we have all of this in-house, making it easier than ever to create unforgettable, cutting-edge events that your guests will remember for years.
Cesar
Creating a truly immersive atmosphere for events requires the seamless integration of several key elements that work harmoniously with the audio-visual production. Essential components include engaging entertainment that captivates guests, customised menus that enhance the culinary experience, and thoughtful styling and floristry that align with the event’s theme. Dynamic lighting sets the mood, while professional photography and videography capture every moment, allowing attendees to relive the experience.
Additionally, personalised service from our dedicated team ensures each guest feels valued. Together, these elements elevate the immersive experience, making each event not only memorable but truly transformative. With our partnership between Immerso Group and Two Ton Max, we are committed to bringing all these aspects together for an extraordinary event.
Book an immersive event with NUDO
Do you want to be among the first to host an immersive event with Immerso and Nudo at Two Ton Max? Score bragging rights to your next product launch, presentation, awards night, or elevated dining experience. The possibilities are endless for creating a memorable experience for your guests and clients!
Contact me today to secure your ideal date at Two Ton Max.
