Brand experiences
for the physical world.

Experiential agency

Move to explore

Melbourne · Brisbane

Where brands meet culture, in person.

The Ground is an experiential agency creating launches, activations and live experiences people remember.

Studio

We work across fashion, beauty, drinks, automotive and culture, with the brands and organisations that lead their field. We bring in the artists, designers and partners who make an experience feel credible, never borrowed, then produce it with the discipline of a large-scale event company.

Explore our expertise

Approach

Four steps, every brief.

The format changes from project to project. The way we work does not.

A man framed by phones held up to his face, each showing a different detail

Define

Start with the business problem

Every brief begins with the brand: its position, its audience and the result it needs, whether that is reach, sales, loyalty or standing. We agree the measures of success before we talk about format.

Concept render: a woman walks past a fluted glass pavilion wall, a car silhouette waiting behind it in a pale concrete hall

Create

Find the idea no one else would

The idea might be an animated product film, a hand-drawn retail campaign, a corner milk bar turned brand activation, or a supper club inside a car showroom. We find the angle that makes people stop, then bring in the artists, illustrators, designers and makers to make it real.

Concept render: a temporary oxblood steel pavilion with sheer blush fabric panels on a stone plaza at golden hour

Deliver

Build it, and run it flawlessly

Spatial design, fabrication, permits, suppliers, ticketing, staffing and show-day operations, managed by one team under one roof, to the standard of the world's leading brands.

Runners in motion through an autumn forest

Amplify

Make it last beyond the day

Films, photography and social content carry the experience far beyond the people in the room. We report back against the measures we set at the start.

Expertise

One studio. Every format.

Production runs through all of it. Every brief is designed and delivered end to end under one roof: creative direction, spatial design, fabrication and live production, to the standard of the world's leading brands.

Strategy and Consulting

Where, how and why a brand should show up in the real world, and what success looks like before anything is built.

  • Experience strategy
  • Partnerships and sponsorship
  • Brand and cultural insight

Activations and Launches

Moments that put a brand in front of the people who matter, where they already are.

  • Product launches and reveals
  • Pop-ups and takeovers
  • Private and VIP experiences

Consumer Shows and Exhibitions

Shows and exhibitions conceived, sold and delivered end to end.

  • New and established shows
  • Exhibitor and partner programmes
  • Audience and visitor experience

Immersive Environments

Worlds to walk into, from a gallery to an empty warehouse.

  • Brand spaces and installations
  • Temporary pavilions
  • Retail and hospitality environments

Cultural Partnerships

Artists, designers and institutions brought in as genuine collaborators, never decoration.

  • Artist and designer collaborations
  • Institutional partnerships
  • Commissions and limited editions

Content and Storytelling

Stories made to be watched, shared and remembered, from first idea to final cut.

  • Brand and campaign films
  • Motion, animation and illustration
  • Photography and social content

Questions

Frequently asked questions

What does The Ground do?

The Ground is an experiential marketing and events agency. We plan, design and produce brand activations, product launches, consumer shows and exhibitions, immersive brand environments, cultural partnerships and event content for brands and organisations across fashion, beauty, drinks, automotive and culture.

Why is it called The Ground?

Because every great idea needs somewhere to land. Ground is the site itself: the street, the warehouse, the room where people stand together. It is groundwork, the thinking that comes before anything is built. And it is common ground, where a brand, an artist and an audience meet as equals. Culture happens in real places, between real people. That is where we work.

Where is The Ground based?

The Ground is based in Melbourne, with representation in Brisbane, and delivers work across Australia and greater Asia.

Who founded The Ground?

The Ground was founded by Maree Di Pasquale, former Group CEO of The Arinex Group and former CEO of Melbourne Art Foundation, where she led Melbourne Art Fair and co-founded Melbourne Design Fair with the National Gallery of Victoria.

What kinds of brands does The Ground work with?

We work across fashion, beauty, drinks, automotive and culture, with the brands and organisations that lead their field, from entertainment and hospitality to government and major events.

Does The Ground handle production?

Yes. Every project is delivered end to end under one roof: strategy, creative direction, spatial design, fabrication, live production and content.

How do I start a project with The Ground?

Email hello@thegroundagency.com with a short outline of your brand, objective, timing and budget, and we will come back to you to set up a briefing.