The Social Crew

What The Social Crew does

The Social Crew is a Melbourne-headquartered creative studio founded in 2014 by Belinda Collins, specializing in creative production, immersive experiences, public art, and placemaking. The studio maintains a core team of five employees and scales to a network of 200+ specialist contractors to deliver large-format projects. Over a decade, it has curated more than 300 shows and built a portfolio of award-winning, often sold-out immersive exhibitions including Rone TIME, Rone Empire at Burnham Beeches, SPOOKHOUSE, and Under the Surface. Clients span Australian government and tourism bodies (Visit Victoria, Visit Great Ocean Road, East Gippsland Shire, City of Melbourne, Australian Government), commercial brands (Gorillaz, SEEK, Crumpler, Mountain Goat), and high-profile artists (Rone, Mysterious Al), with the studio acting as creative director, producer, and experience choreographer rather than as a software or platform vendor.

The business model is project-based creative services: the studio is engaged on a per-project basis, typically by public-sector cultural funders for placemaking and tourism activations, and by brands or artists for experiential commissions. Revenue mechanics are anchored by a small number of large, often publicly funded engagements (e.g., a $1.86M RISE Fund grant for Rone TIME at Flinders Street Station), with technology integration (AR, VR, QR-coded experiences) delivered through specialist partners such as EyeJack and Phoria rather than developed in-house. The studio is bootstrapped and privately held by its founder, with no disclosed external investment, and has recently formalized a London office to serve international clients, exemplified by the Gorillaz House of Kong commission for the band's 25th anniversary. Go-to-market is founder-led relationship selling, reinforced by a strong industry reputation, award recognition, and active sector advocacy and mentoring roles.

Name

The Social Crew

Legal name

The Social Crew

Website

https://thesocialcrewstudio.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Social Crew is a Melbourne-based creative studio founded in 2014 that designs and produces immersive experiences, public art, and placemaking projects for government tourism bodies, brands, and artists, operating with a five-person core team and a scalable contractor network across Australia and the UK.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Other Performing Arts Companies (711190), Theater Companies and Dinner Theaters (71111)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Event Technical Production Management & Crew (MPAGAKAH)

akta.pro secondary industries

Technical Production Management & Crew Services (Technical Direction, Stagehands, Operators) (THAHAEAI), Event Stagehands & Production Support Crew (HSACAEAJ), Event Theming, Mood Boards & Concept Design (HSACAOAH), Community Arts, Culture & Creative Placemaking Enterprises (BPAGALAO)

Keywords

• Creative production services
• Immersive art experiences
• Public art installations
• Event production management
• Placemaking and curation

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Creative Production & Project Management: Core revenue stream from delivering end-to-end creative production services including concept development, project management, technical production, and operations for events, exhibitions, and installations.
2. Arts Consultation: Consulting fees for creative guidance, funding opportunities, curation, and project experience development for artists and developers.
3. Government & Tourism Grants: Successful applications for government funding programs including the RISE Fund ($1.86M for Rone TIME project) and various state/regional tourism development grants.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Social Crew is a creative production studio that delivers end-to-end creative services for immersive art exhibitions, public art projects, placemaking, and major cultural events. The studio either conceptualizes ideas for clients or collaborates with artists to bring ambitious, experience-led work into complex and unconventional settings, including heritage sites and abandoned buildings. Offerings span concept development, project management, technical production, marketing, curation, location scouting, and custom design and fabrication.

Product overview

The Social Crew is a creative studio specializing in experience-led projects rather than a software product company. Its offering consists of a portfolio of creative services (Arts Consultation, Creative Production + Project Management, Marketing Strategy, Location Scouting, Technical Production Briefing, Innovation, Curation + Programming, and Custom Design + Fabrication) delivered alongside a catalogue of flagship immersive art experiences and public art projects. Key named projects include TIME • RONE at Flinders Street Station, Gorillaz: House of Kong, Rone Empire, Art After Dark Melbourne, Under the Surface, Sunnyside, Great Ocean Road installations and AR trail, SPOOKHOUSE, and the Wall to Wall Festival. The studio does not offer a platform, API, or SaaS product—it delivers bespoke creative production, event management, and placemaking services commissioned by government bodies, cultural institutions, and private clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Arts Consultation Creative guidance and advisory services for artists and developers, covering funding opportunities, curation, experience choreography, and fabrication knowledge for taking projects from concept to execution.
• Creative Production + Project Management End-to-end production services spanning concept development, creative vision presentation, and full project lifecycle management for large-scale projects across industries.
• Marketing Strategy Visibility maximization and relationship development services ensuring projects and events receive attention through cross-profile synergy, with attention to detail and visual presentation.
• Location Scouting Identification and securing of unique venues, walls, vacant spaces, and hidden locations for events and installations, including expertise in challenging heritage sites and abandoned buildings.
• Technical Production Briefing Stage, audio, visual, lighting, technical coordination, multimedia, logistics and operational management for events and festivals.
• Innovation (AR/VR Integration) Technology integration services including augmented reality, virtual reality, 360-degree scans, bespoke QR triggers, and ticketing system design to enhance experiential installations.
• Curation + Programming Curating shows, event lineups, festival programs, exhibitions, and presentations, including special features such as workshops, dining experiences, and collaborations.
• Custom Design + Fabrication Design, fit-out, and construction of pop-up spaces with conceptual drawings, material sourcing, risk management, and sustainable practice consideration.
• TIME • RONE at Flinders Street Station An immersive art exhibition set in the long-abandoned third floor of Flinders Street Station, featuring eleven installations with haunting murals, multi-sensory design, and a fictional post-WWII Melbourne narrative; second exhibition ever held in the station's history.
• Gorillaz: House of Kong An exclusive immersive exhibition at London's Copper Box Arena celebrating the virtual band Gorillaz's 25th anniversary, featuring interactive installations, rare artifacts, live performances, and a walkthrough of the band's fictional worlds.
• Rone Empire A multi-sensory immersive experience at Burnham Beeches, a 1930s mansion in the Dandenong Ranges, combining art, vision, sound, light, botanical design, and scent with VR and AR elements.
• Art After Dark Melbourne A late-night cultural event across Melbourne's major institutions including NGV Australia, NGV International, Arts Centre Melbourne, Fed Square, ACMI, State Library of Victoria, and Melbourne Museum.
• Under the Surface A curated public art trail along the East Gippsland Rail Trail featuring works by Indigenous and visiting artists including Patricia Pittman, Minna Leunig, LING, David 'MEGGS' Hooke, and Alice Pepper, celebrating Gunaikurnai Country.
• Great Ocean Road Pop-Up Cinemas Five art-deco inspired pop-up cinema experiences in converted shipping containers along the Great Ocean Road, featuring interior designs reflecting 1920s-30s aesthetics; recorded over 14,000 visits.
• Great Ocean Road AR + QR Trail Augmented reality and QR code trail along the Great Ocean Road activating visual stories about the region's history from indigenous beginnings to today; activated through EyeJack app with animations and short films.
• SPOOKHOUSE by Mysterious Al A two-part immersive exhibition featuring a reimagined ghost train experience and pop-up gallery space with over 70 works, held in a Collingwood warehouse; tripled attendance of the artist's previous sold-out show.
• Wall to Wall Festival A dynamic street art event in Benalla, Victoria bringing world-renowned artists to create public murals across Benalla and surrounding destinations; overall festival production, artistic direction, and curation.
• MONA FOMA Production of visual arts program elements for the Museum of New and Old Art's summer festival across Launceston and Hobart, held in heritage buildings including Old TAFE.

Quantifiable outcome

• Rone TIME exhibition achieved over 100,000 visitors from 37+ countries
• +5 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered flagship, core and minor.

• Visit Great Ocean RoadflagshipStrategic or Co-development Partner · 1 February 2018Commissioned by Visit Great Ocean Road to develop creative ideas for the 100 Year celebration of the Great Ocean Road construction. This led to the documentary, pop-up cinemas, AR/QR trail, and public art installations forming the comprehensive centenary program.
• Gunaikurnai Land and Waters Aboriginal Corporation (GLaWAC)coreStrategic or Co-development PartnerCollaborative partnership for Under the Surface public art project. GLaWAC provided cultural awareness program, community engagement, and guided the artistic direction to ensure works were led by the story of the Gunaikurnai community. The project was designed to extend storytelling through public art across GunaiKurnai Country.
• East Gippsland Shire CouncilcoreStrategic or Co-development PartnerPartner for Under the Surface project and various regional public art initiatives. Provided funding support and stakeholder coordination for community-based art projects.
• East Gippsland Rail Trail CommitteecoreStrategic or Co-development PartnerCollaborated on Under the Surface project design and curation to inform visiting artists about subject matter and land heritage.
• Supa Dupa IndustriescoreImplementation/ SI/ Consulting PartnerConstruction partner for Great Ocean Road pop-up cinema installations and other projects. Built custom elements including shipping container conversions and art deco styled interiors.
• Clothesline ContentcoreTechnology or IntegrationFilm studio that created short films for Great Ocean Road project, providing real-time narratives for the AR/QR trail and cinema experiences.
• EyeJackcoreTechnology or IntegrationApp development and animation partner for Great Ocean Road AR trail. Created animations and facilitated the augmented reality app experience.
• PhoriacoreTechnology or IntegrationImmersive tech studio that developed the Wall to Wall Festival virtual tour using VR technology. Captured 360-degree footage and drone footage for the bird's eye view of silo artworks.
• HoMieminorGTM or Marketing PartnerCollingwood warehouse venue provider for SPOOKHOUSE exhibition space.
• Zilla & BrookcoreGTM or Marketing PartnerPublicity partner generating 61 media hits across the SPOOKHOUSE campaign. Also handles press enquiries for Under the Surface project.
• Swear StudioflagshipStrategic or Co-development PartnerCreative Directors for Gorillaz House of Kong exhibition. Belinda worked directly with Swear Studio leading the transformation of Gorillaz' iconic universe into a fully immersive event.
• Juddy RollercoreStrategic or Co-development PartnerCuration partner for Wall to Wall Festival, bringing street art expertise and artist relationships to the regional festival.
• This Much TalentcoreStrategic or Co-development PartnerCollaborated on Cans and Bands at the Farm event and co-founded Besser Space not-for-profit gallery with The Social Crew and Flock Agency.
• Flock AgencycoreStrategic or Co-development PartnerCo-founded Besser Space not-for-profit gallery alongside The Social Crew and This Much Talent, providing affordable exhibition space for artists from 2016-2018.
• Australian GovernmentflagshipOthersProvided grant funding for Under the Surface public art project and other regional cultural initiatives.
• Victorian State GovernmentflagshipOthersProvided grant funding including $1.86M RISE Fund for Rone TIME project and Visit Victoria support for Art After Dark and other projects.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moment Factory: Montreal-based multidisciplinary studio producing immersive experiences (e.g., Jean-Michel Basquiat, Aurora) using projection mapping, lighting, and sound. Direct peer as it provides end-to-end creative production for artist-driven immersive installations in unconventional spaces, similar to The Social Crew's Rone TIME and Empire work.
• INVNT: Global live brand storytelling agency producing events, experiences, and productions for major brands (Samsung, Mercedes-Benz). Comparable as a project-based creative production studio delivering high-profile immersive brand and cultural experiences for premium clients.
• teamLab: Japanese interdisciplinary art collective operating permanent and touring immersive digital art installations globally (e.g., teamLab Planets, Borderless). Direct peer in the immersive art experience category competing for premium cultural tourism audiences and artist collaborations.
• Meow Wolf: US-based immersive art and entertainment company operating large permanent art installations (e.g., House of Eternal Return). Comparable as a producer of artist-driven immersive experiences for public audiences, though at greater scale and with permanent venues versus The Social Crew's project-based model.
• Dragone Entertainment: Belgian-based entertainment company producing large-scale immersive theatrical productions (e.g., resident shows for Las Vegas, Macau). Comparable as a creator of large-scale immersive cultural experiences with artist collaboration and technical production integration.

Broad incumbents

• MAS Event Design: International event design and production firm producing high-profile brand activations, gala events, and stage shows for global clients. Comparable as a creative event production agency serving premium cultural and corporate clients with end-to-end production services.
• Sparks: Global experiential marketing agency delivering brand experiences, pop-ups, and immersive activations for enterprise clients. Comparable as an established creative production competitor serving similar premium client base with broader scale and resources.
• MKG: New York-based experiential marketing and creative agency producing brand experiences and immersive campaigns. Comparable as a creative services firm specializing in experience design and production for premium brand and cultural clients.

Emerging players

• Sensorium: Emerging immersive art platform producing digital and physical experiential exhibitions in partnership with artists. Comparable as an emerging operator in the immersive art space, with similar focus on artist-driven experiences though more digitally native than The Social Crew.

Regional players

• Artscape: Swedish consultancy specializing in public art curation, placemaking, and creative place development for municipalities and developers. Comparable as a public art and placemaking practice serving government clients, though geographically focused on Scandinavia rather than Australia/UK.

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thesocialcrew

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Social Crew