THE LUME Melbourne
THE LUME Melbourne was an immersive digital art gallery in Melbourne, Australia, operated by Grande Experiences from 2021 to 2025, offering large-scale projections of classical artworks and hosting cultural, corporate, and wellness events for general consumers and businesses.
- Company typePrivate
- Founded2021
- HeadquartersOakleigh South, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What THE LUME Melbourne does
THE LUME Melbourne was a permanent immersive digital art gallery located in Melbourne, Australia, operated by parent company Grande Experiences from November 2021 until its closure on June 1, 2025. The venue spanned 3,000 square metres and used large-scale digital projection technology to render classical masterpieces — including works by Van Gogh, Monet, and Leonardo da Vinci — as floor-to-ceiling, 4-storey high images synchronized with sound and narrative storytelling. It was Australia's first permanent immersive digital art gallery and positioned itself as a cultural events destination, hosting rotating exhibitions (including the award-winning Connection), as well as wellness sessions, culinary events, live concerts, and corporate functions.
The business operated as a direct-to-consumer destination venue, generating revenue primarily through ticket sales for exhibitions and fees for event hosting. Its customer base was broad and horizontal, spanning art enthusiasts, tourists, families, corporate clients, wellness seekers, and food and hospitality audiences. Distribution was concentrated at the single physical Melbourne location, with marketing conducted through Grande Experiences' social media (Instagram), website, and email channels. The venue was part of a broader franchise operated by Grande Experiences, which also runs THE LUME Indianapolis and other global immersive art ventures, and offers shared virtual reality experiences and outdoor/container-based immersive formats.
THE LUME Melbourne has since closed its doors, with the company directing interested parties to contact Grande Experiences about hosting THE LUME in other cities. Leadership is consolidated under Bruce Peterson, Founder and CEO of Grande Experiences. The entity was a private, non-listed Australian business with 11-50 employees and no publicly disclosed funding rounds, revenue figures, or external investors.
THE LUME Melbourne firmographics
Firmographics- Name
- THE LUME Melbourne
- Legal name
- Grande Experiences
- Website
- https://thelumemelbourne.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- THE LUME Melbourne was an immersive digital art gallery in Melbourne, Australia, operated by Grande Experiences from 2021 to 2025, offering large-scale projections of classical artworks and hosting cultural, corporate, and wellness events for general consumers and businesses.
- Ownership category
- akta.pro rank
THE LUME Melbourne industry classification
Industry- Product category
- Immersive Art Gallery
- NAICS
- Museums (712110), Amusement, Gambling, and Recreation Industries (713)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)
- akta.pro secondary industries
- Art, Street Art & Creative Scene Tours (THAJAAAE), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)
Keywords
Where THE LUME Melbourne is headquartered
LocationHeadquarters
- HQ city
- Oakleigh South
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
THE LUME Melbourne business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Ticket Sales: Direct consumer ticket sales for immersive art exhibitions including Van Gogh, Monet & Friends, Leonardo da Vinci – 500 Years of Genius, and the award-winning Connection.
- Event Hosting: Revenue from hosting corporate events, live concerts, culinary events, and wellness sessions at the venue.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
THE LUME Melbourne product offering
Product offeringCore offering
THE LUME Melbourne was a 3,000 square metre permanent immersive digital art gallery that transformed classical masterpieces into 4-storey high projected images synchronized with sound and storytelling. The venue sold tickets directly to consumers for rotating exhibitions including Van Gogh, Monet & Friends, Leonardo da Vinci – 500 Years of Genius, and the award-winning Connection, and also hosted corporate events, wellness sessions, culinary events, and live concerts.
Product overview
THE LUME Melbourne operated as a single permanent immersive digital art gallery venue, offering multiple rotating exhibitions including Van Gogh, Monet & Friends, Leonardo da Vinci – 500 Years of Genius, and the award-winning Connection. The 3,000 square metre, 4-storey high venue combined projected classical art with sound and storytelling. Beyond core art exhibitions, the gallery expanded its offering through ancillary services including wellness sessions (yoga), culinary events, live concerts, and corporate event hosting — transforming the space into a versatile cultural events destination. The gallery operated from November 2021 until June 1, 2025.
Differentiator
Problem solved
Functional benefit
Brands
- Van Gogh: Immersive digital art exhibition featuring Van Gogh's works
- Monet & Friends
- Leonardo da Vinci – 500 Years of Genius
- Connection
Products and services
- THE LUME Melbourne Immersive Art Gallery Australia's first permanent immersive digital art gallery, transforming 3,000 square metres with 4-storey high projected images and synchronized sound to envelop visitors in classical masterpieces through multi-sensory storytelling. Tickets sold directly to consumers visiting the venue.
- Van Gogh Exhibition Immersive digital art experience featuring Vincent van Gogh's paintings projected across gallery walls with synchronized audio and storytelling, offered to visitors at the Melbourne gallery.
- Monet & Friends Exhibition Immersive digital art experience featuring Claude Monet and Impressionist master works projected across gallery walls with multi-sensory elements including sound and storytelling.
- Leonardo da Vinci – 500 Years of Genius Exhibition Immersive digital art experience celebrating Leonardo da Vinci's works and legacy spanning 500 years, projected across the gallery's 4-storey high walls.
- Connection Exhibition Award-winning immersive digital art experience that redefines cultural engagement through blending classical art with cutting-edge technology.
- Corporate Event Hosting Corporate event hosting service within the 3,000 sqm immersive gallery space, available for business functions, team building, and conferences, leveraging the venue's unique large-scale projection environment.
- Live Concerts at the Gallery Live music performances held within the immersive gallery, combining musical performances with 4-storey high projected digital art for a multi-sensory concert experience.
- Culinary Events Fine dining experiences and culinary events hosted within the immersive digital art gallery setting, combining food with projected classical art.
- Wellness Sessions Yoga and mindfulness wellness sessions held within the immersive gallery space, combining wellness activities with the digital art environment.
Companies that use THE LUME Melbourne
Customer profileSegments4 records
Ideal customer profiles2 records
THE LUME Melbourne technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature1 record
THE LUME Melbourne partnerships and signals
Strategic signalScale indicators3 records
Recent moves4 records
Expansion highlights6 records
THE LUME Melbourne competitors and assessment
Company assessmentDirect peers
- teamLab: Japan-founded interdisciplinary art collective operating permanent immersive digital art venues globally (Tokyo, Shanghai, Hong Kong, Macau, etc.). Comparable in destination-venue scale, projection-based multisensory art, and ticketed consumer experience model.
- THE LUME Indianapolis: Sister venue under parent company Grande Experiences, operating the same LUME format in the US market with shared content library (Van Gogh, Connection, etc.). The most direct comparable venue on operating model, content, and brand.
- Meow Wolf: US-based operator of permanent immersive art installations (Santa Fe, Las Vegas, Denver, etc.) combining large-scale themed environments with interactive storytelling. Comparable on destination-scale immersive art experiences targeting broad consumer audiences.
- Frameless: London's largest permanent immersive digital art experience, featuring four 4K-projected galleries with classical and contemporary programming. Closely comparable to THE LUME on physical scale, content strategy (Van Gogh, Monet, etc.), and D2C ticketing model.
- Atelier des Lumières: Paris-based immersive digital art center operated by Culturespaces, projecting classical and contemporary artworks across large-scale industrial space with synchronized sound. Operates the same immersive-masterpiece business model as THE LUME Melbourne and is widely viewed as the format's global benchmark.
- ARTECHOUSE: US-based operator of permanent immersive digital art installations in Washington DC, Miami, and New York, focused on technology-driven art experiences and artist collaborations. Highly comparable on the proprietary-projection-technology positioning and rotating exhibition model.
- Beyond Van Gogh: Touring immersive Van Gogh experience operating across North America and internationally. Directly comparable on classical-artist projection content, D2C ticketing, and large-format immersive gallery format, though delivered as a touring rather than permanent venue.
Emerging players
- Superblue: US-based operator of large-scale immersive experiential art centers featuring digitally-driven and installation-based works. Comparable on destination-format immersive art commercialization, though with a more contemporary/artist-led program mix.
- Museum of Other Realities: VR-native immersive art and social experience platform. Adjacent but partial overlap — comparable in the digital-art-immersion category, but operates in shared virtual reality rather than physical projection galleries.
- Wonderspaces: US-based rotating immersive art exhibition operator with venues in multiple cities, focused on experiential digital and installation art. Comparable on the ticketed destination-immersive-art model, though at smaller per-venue scale than THE LUME.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
THE LUME Melbourne social profiles
Digital presenceTHE LUME Melbourne financial estimates
Financial estimateRevenue estimate
Valuation estimate
THE LUME Melbourne leadership team
Management profileNumber of profiles
Profiles1 record
THE LUME Melbourne funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
THE LUME Melbourne M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about THE LUME Melbourne
What does THE LUME Melbourne do?
THE LUME Melbourne was a 3,000 square metre permanent immersive digital art gallery that transformed classical masterpieces into 4-storey high projected images synchronized with sound and storytelling. The venue sold tickets directly to consumers for rotating exhibitions including Van Gogh, Monet & Friends, Leonardo da Vinci – 500 Years of Genius, and the award-winning Connection, and also hosted corporate events, wellness sessions, culinary events, and live concerts.
Is THE LUME Melbourne a public or private company?
THE LUME Melbourne is a private company. It is classified as corporate owned and is currently closed.
When was THE LUME Melbourne founded?
THE LUME Melbourne was founded in 2021. It employs 11 to 50 people.
Where is THE LUME Melbourne based?
THE LUME Melbourne is headquartered in Oakleigh South, Australia, in the Oceania region.
How does THE LUME Melbourne make money?
Two revenue lines are on record. Ticket Sales are the primary driver. The others are event Hosting.
Who are THE LUME Melbourne's main competitors?
Direct peers on record are teamLab, THE LUME Indianapolis, Meow Wolf, Frameless, Atelier des Lumières, ARTECHOUSE and Beyond Van Gogh. Emerging players are Superblue, Museum of Other Realities and Wonderspaces.
Does THE LUME Melbourne have an API?
No public API is recorded for THE LUME Melbourne.
What industry is THE LUME Melbourne in?
THE LUME Melbourne's product category is Immersive Art Gallery. Its primary akta.pro industry code is THAJADAH, Art Galleries & Exhibition Spaces (Commercial & Nonprofit), with a secondary code of THAJAAAE, Art, Street Art & Creative Scene Tours. Its NAICS code is 712110 and its SIC code is 7900.