By Susie Harwood
The word immersive is often overused in the events and experience world. You hear it casually applied to everything from mildly interactive installations to simple gamification. But for an experience to be truly immersive, it demands a lot more.
According to the Oxford Dictionary, immersive refers to “a game, performance, work of art, etc. that seems to surround the player or viewer, so they feel totally involved in the experience.” It takes something special to deliver on that promise. And a recent media lunch I experienced in Melbourne did just that.
I was down under for Australia Next, Tourism Australia’s premier incentive showcase, which brought together more than 100 international buyers and media in Melbourne for three days in December.
The experience began on a short boat ride down the Yarra River from CENTREPIECE at Melbourne Park, where the main event was being held, to the Playhouse, Arts Centre Melbourne with Melbourne River Cruises. So far, whilst it was very enjoyable soaking up the city skyline and the sunshine with a glass of fizz, it was nothing out of the ordinary.
But after being led into the Playhouse by our fabulous host for the day, Brihony Dawson from Evie Entertainment, who curated the entire experience, it was clear we were in for something a bit different. In pairs, we were allocated a chaperone, all of whom were beautifully dressed in sparkly outfits fit for the stage.
We then enjoyed a quick wander around The Australian Music Vault, which features items from legends like AC/DC, Nick Cave, Olivia Newton-John, and Kylie, before the real magic began.
We headed into a what we thought was a room surrounded by drapes and were asked to stand along the sides by our chaperones, who broke into a beautiful dance in front of us. They were joined by aerial silk performers, as the music began and a video about Melbourne was projected onto the drapes.
Our chaperones then led us into the centre of the room, thankfully not to participate in a dance (though I do love a good dance so would have been game), but to ensure we were standing in the exact right spot.
This all became clear as chairs appeared behind us, and the most stunning long table, set for lunch, was lowered from the ceiling above. As the drapes fell around us, we realised we were seated on the actual stage in the theatre – it was certainly a ‘wow’ moment.
What followed was not only a delicious three-course meal, but the most truly immersive and entertaining lunch I have ever experienced. We were treated to a rendition of Defying Gravity by two wonderful local singers, who performed around us, with Elphaba raised up in the air as she hit the high notes. Then musicians from the actual Melbourne Symphony orchestra performed a couple of numbers by candlelight just a couple of feet away from us – a proper pinch me moment.
The tempo picked by with a performance by the amazing SXNCELLO, a Melbourne-based duo that blend dance anthems and electronic beats with live saxophone and cello, and then we watched the final performance – an all singing and dancing rendition of Absolutely Everybody – on the stage from the auditorium, marvelling at the fact that we had just eaten the most incredible lunch on that very stage.
Unsurprisingly, as someone who writes about the events industry, I attend a lot of events and have been treated to some incredible dining experiences over the years. But this one truly stood out as something unique and immersive, and is something I will remember for many years to come!
Here’s some of the official pics











