ELITE ELEVEN WINTER SHOWCASE - HAZEL, MELBOURNE.

Working with one of Australia's most sought after activewear brands was an exciting opportunity to create a brand experience that blurred the lines between fashion, dining and contemporary installation. Rather than competing with the architecture, we embraced it. Concrete, steel and exposed architectural details provided the foundation, while every layer of the guest experience was intentionally added to transform the venue into an immersive brand environment.

The industrial framework inspired a restrained palette of monochromatic tones, stainless steel textures and reflective silver finishes. These materials became the foundation for a design that felt modern, refined and unmistakably aligned with the Elite Eleven brand.

On arrival.

From the moment guests arrived, the brand experience unfolded through carefully curated moments.

A custom photobooth, reflective installations and sculptural florals created visual interest, while subtle brand integrations appeared throughout the evening in unexpected ways. Even the culinary experience became part of the storytelling, with custom butter, branded desserts and thoughtfully designed food moments extending the identity beyond traditional styling.

The tablescape.

The tablescape followed the same philosophy.

Instead of overwhelming the space, we stripped everything back. Layering reflective surfaces and stainless steel details through slim sculptural vases, tableware and deep purple calla lilies arranged en masse. The result was understated yet impactful, proving that restraint can often create the strongest visual statement.

Lighting & projection.

Lighting became one of the most transformative design tools of the evening.

The Atrium's raw concrete walls were softened through carefully considered projection and lighting design, introducing movement, atmosphere and depth. A looping brand story video washed across the walls, continuously evolving throughout the night.