A U S T R A L I A ’ S I C O N I C N E W D I G I T A L A R T G A L L E R YM E L B O U R N E C O N V E N T I O N & E X H I B I T I O N C E N T R E

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THELUME.COM

T H E L A R G E S T D I G I T A L S P A C E I N T H E S O U T H E R N H E M I S P H E R E

MORE THAN JUST PROJECTIONS

THE LUME Melbourne is an epic adventure into art and entertainment. Australia’s first and the largest digital space in the Southern Hemisphere transforms the world’s finest art into fully immersive muliti-sensory encounters

Step into a vast new world as THE LUME Melbourne opens with its first innovative experience – a celebration of the legendary artworks of Vincent Van Gogh like audiences have never seen before.

Synchronised to a powerful classical score, more than 3,000 Van Gogh images soar up to four storeys high on to a tapestry of surfaces via 150+ state-of-the-art HD projectors that seamlessly and magically bring the power, beauty and wonder of Van Gogh’s art to life using scent, video and animation.

Adults and children will be enchanted by this wonderland which will include a sunflower infinity room, a recreation of Van Gogh’s bedroom and the famous Café Arles – Cafe Terrace At Night incluwine & soufflé bar.

Van Gogh will run for at least 12 months.

THE LUME is the culmination of Grande Experiences’ decade of presenting immersive experiences at over 190 venues in more than 150 cities across 6 continents, in 32 languages, to 17+ million people worldwide.

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100,000 TOURISTS

OPEN 364

DAYSA YEAR

6 YEARS

IN THE MAKING

2021

307 JOBS FOR CREATIVES & CONNECTED INDUSTRIES

BESPOKE CORPORATE EVENTS - IMMERSIVE EXPERIENCES CREATED BY GRANDE’S DESIGN TEAM FOR YOUR BRAND

3,000 SQUARE METRE DIGITAL GALLERY

$15 M INVESTMENT TO TRANSFORM THE VENUE AND CREATE THE EXPERIENCE

50,000 MAN-HOURS TO CREATE EACH FEATURE

#34 ON TIMEOUT’S GLOBAL LISTOF “40 MOST EXCITING THINGS TO DO IN THE WORLD IN 2020”

150

PROJECTORS DELIVERING 9,000 MINUTES OF IMMERSIVE ART EVERY HOUR

4STOREY HIGHPROJECTED IMAGES

PIXELS OF TOTAL CONTENT

T H E L U M E M E L B O U R N E B Y N U M B E R S T H E L U M E M E L B O U R N E B Y N U M B E R S

500,000+ VISITORS EACH YEAR

10x BIGGER THAN SYDNEY’S VAN GOGH ALIVE EXHIBIT

LARGEST DIGITAL ART GALLERY

IN THE SOUTHERN HEMISPHERE

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$1 M+ SALES & MARKETING BUDGET FOR THE FIRST YEAR

Click on pictures to view posts.

A U S T R A L I A I S E X C I T E D A B O U T T H E L U M E

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T H E LUM E IS A FU LLY I M M ER SI V E E XPER I EN CE U T I L IS I N G H I - D EF S T I LL S, V I D EO, AN I M AT I O N ,

S O U N DS C APE S AN D S CEN T

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SHAR E AB LE M O M EN T S

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T H E L U M E W I L L E N T E R T A I N Y O U N G A N D O L D

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The gallery will open with a Vincent van Gogh experience and will attract repeat visitors with rotating content from Grande Experiences’ extensive proven portfolio including Street Art in year 2, followed by Monet & Friends, Leonardo da Vinci, Michelangelo and the Italian Renaissance Masters, as well as experiences under development celebrating Salvador Dali, Freda Khalo & Diego Rivera, Gustav Klimt, and The Art of Nature.

THE LUME will present a single, 45-minute Feature for up to twelve months. In each program audiences will also be able to view shorter Featurettes from our Digital Artists Programme totalling 15 minutes. The Feature and Featurettes will be accompanied by interpretive information in a reflective area for a more detailed, traditional understanding of the subject matter and an interactive educational area.

Instantly shareable additional experiences throughout THE LUME - Sunflower Infinity Room, Arles Cafe, Van Gogh’s Bedroom - will provide the kind of authentic moments consumers love and will organically amplify THE LUME online. The entire tableau will be approximately 90 minutes in duration. Uniquely, guests will be able to partake in themed food - French Souffle Bar - and beverage inside the gallery.

Guests can stay to enjoy the main gallery show a second or third time to experience the program from various vantage points and perspectives.

A B O U T T H E E X P E R I E N C E

www.thelume.com

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Art and culture have been displayed and enjoyed around the world for centuries – but never like this. Traditions of tiptoeing through unnervingly silent galleries and viewing paintings from afar are forgotten as visitors find themselves interacting with art in ways they never imagined.

From the moment you enter THE LUME Melbourne, a powerful and vibrant symphony of light, colour, sound and aroma compels you to leave the world behind and relax and immerse yourself in the artworks on display – an experience that is simultaneously enchanting, entertaining and educational. THE LUME is not an exhibition, but rather a fully integrated multi-sensory experience that stimulates all the senses and opens the mind.

And when the gallery closes, the venue is transformed instantaneously into an unparalleled, fully digital space for dynamic branded corporate and private events.

CONTACT-LESS TIMED ENTRY OPEN SPACESSAFELY DISTANCED UNIQUESHAREABLE ADAPTABLE ACCESSIBLE

I N N O V A T I V E A R T E X P E R I E N C E S

WATCH VIDEO

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T H E M E D F O O D & B E V E R A G E , B E S P O K E F U N C T I O N S Guests at THE LUME Melbourne will be offered premium food and beverage themed to the experience. For the opening Vincent van Gogh experience, guests will be offered a tasty array of Dutch and French foods and beverages to enjoy during the experience at the café/souffle bar.

The retail show will also give guests the opportunity to purchase premium merchandise themed goods by Australian-made local artist designer, programs, books, art, apparel, homewares and accessories.

Our design team can create bespoke branded fully immersive video installations for private events using our partners’ content.

The interpretive area of THE LUME is a great accompaniment to the immersive gallery, providing comprehensive information conveyed in a more traditional way about the art, life and times of the artist or subject matter. The entire experience is complemented by a dedicated educational area for visitors and school groups to engage playfully and meaningfully with the subject matter.

THE LUME’s schools program will reflect the fundamental connection between creativity, critical thinking and problem solving. Essential STEAM skills that are vital to today’s students and tomorrows innovators.

I N T E R P R E T I V E A N D E D U C AT I O N A R E A S

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THE LUME Melbourne has partnered with Lexus as presenting sponsor and seeks to partner with up to three additional Official Sponsors who will benefit from:

• Mass appeal shared by over 500,000 people each year.

• Eye-catching, engaging and memorable original and branded content.

• Headline-making public relations that brings your brand deeper into culture, closer to Millenials and Generation X fans worldwide.

• Impactful custom events, activations and experiences that bring your brand, stakeholders and fans together where it matters most.

• Targeted, measurable amplification of your message through THE LUME’s always-on marketing campaigns.

And perhaps most importantly…

• Collaboration to create a compelling, authentic and distinct presence that engages audiences.

The following pages detail some of the marketing, venue and hospitality benefits available to official sponsors and partners of THE LUME Melbourne.

Please contact our sponsorship manager Paul Kennedy to discuss your objectives and to create a tailored partnership package – paul@kennedyandpartners.com

S P O N S O R S H I P B E N E F I T S

Proudly Presented by

Created by

Supported by

THELUME.COM

Official Sponsors

SPONSORSPONSOR SPONSOR

CO R P O R AT E E V EN T AT T H E LU M E

Concept render.

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• Brand/ logo inclusion on all platforms.

• Naming rights opportunities for gallery rooms including Café Arles – Cafe At Night wine bar, The Souffle Bar, Sunflower Infinity Mirror Room, Van Gogh’s Bedroom, Mezzanine, Drawing/Activity Room, Education Area, Circle Room, Artist Initiatives, Pre-Featurettes, VIP seats.

• Exclusive access / Customised private events and tours for staff, clients or customers.

• Opportunities to create dedicated on-site spaces for promotional and sampling activities.

• Opportunities to have Grande Experiences team create bespoke immersive video content for your brand to be shown at THE LUME.

• Public relations inclusion/ campaign designed for sponsor’s market.

• Exclusive content for use by partner.

• Access to venue to create ‘ownable content’.

• Online events.

• Access to THE LUME database as well as Ticketmaster’s extensive database (2.6 million+) and Moshtix database (1 million+).

• Data collection opportunities.

• Promotional opportunities.

• Complimentary tickets, ambassador passes and discounts.

• Invitations to special THE LUME events.

• ‘Money can’t buy’ experiences.

• Custom design of new events, programs, awards or activities.

• Early access.

• Sales opportunities.

• Venue and hospitality benefits.

• Venue signage.

• Cause Tie-ins.

• And more... THE LUME looks forward to working with you to find creative solutions to help achieve your objectives.

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E X A M P L E P A R T N E R B E N E F I T S

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DIGITAL

Paid SocialEmail BlastDisplayProgrammatic

PRWord of mouth

RadioOut of home

RadioOut of home

Dream Consider Plan Purchase

Word of MouthActivity Group Discussion

Out of home

Schools &Institutions

Activity GroupDiscussion

Box Office

Organise Arrive Experience Depart Recall &Share

WayfindingSignageTransit SignageParking Signage

MarqueeTicket Pick-UpTicket PurchaseGreeters / Box Office StaffLobby/Meeting PointBathroomsIntroductionGuidesBrochuresBag & Coat CheckMobile DevicesPhotographyTicket TakersSecurityLobbyCurb

GallerySeatingVisual Cues to ExploreIterpsCafé / BarPlatformsMerchandise StoreSouvenirsPhotosPhotos / Selfie Stations

Directions

Geo-Tagged SMSRe-Targeting

Membership Programs Partner SitesReview SitesInfluencersChat

Third Party Site

Website Reminder Email / SMSWebsite

Third Party SiteChat

PTVUberWazeGoogle Maps

PTVUberWazeGoogle Maps

Digital Postcards

SocialPhone Camera

Spotify PlaylistSurveyEmail

ReviewsSocial

PHYSICAL

PRWord of mouth

Schools &Institutions

Owned SocialWebsite

Owned SocialWebsite

Membership Programs Partner SitesReview SitesInfluencers

Geo-Tagged SMSSearchPaid SocialEmail BlastDisplayProgrammatic

A U D I E N C E J O U R N E YTHE LUME will target a core audience of cultural consumers and experience seekers while also capturing the “missing middle” – that 70% of the market who desires an engaging cultural experience but feels somewhat alienated from a traditional museum experience. It will attract a broad audience, but rather than focusing on age and post codes, these tribes are best defined by lifestyle, motivator and behavioural attributes. Broadly speaking, we will weight our media towards Young & Successful Elites and Successful & Established segments in the pre-season and launch phases of the campaign as they are the early adopters who define the experience economy and will be most valuable for their information leadership and influencing behaviour.

While we expect the significant majority to come from Greater Melbourne’s resident 4.9 million population, we expect to capture a more significant portion of Melbourne’s 4.2 million cultural tourists that visit each year.

PaidShared OwnedEarned

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• Cultural Market of 4.1 million Victorians.

• 3.7 million are in the Visual Arts Market defined as those who have been to an exhibition or gallery in the last three years.

• Victorian involvement in the arts is high with 95% aged 15 years and over attending cultural venues and events each year*.

• 44% belong to an arts and culture organisation.

• Victorians spend $421.5 million each month on cultural activities◊ totalling $5.1 billion per year**.

• Cultural Tourism accounts for 35% of Melbourne’s 12 million visitors who stay 25% longer (4 days) attending up to 2 cultural attractions per day and spend 20% more per trip ($2,655 per person per trip) than average visitors.

T H E V I C T O R I A N C U L T U R E M A R K E T

Cultural Attraction Visitation

National Gallery of Australia 2.37 m

Australian Gallery NSW 1.61 m

National Gallery of Victoria 3.3 m

ACMI (Australian Centre for the Moving Image) 1.5 m

Melbourne Museum 1.19 m

Museum of Contemporary Art 1.06 m

Scienceworks & Planetarium 481,037

ANNUAL ATTENDANCES AT MAJOR AUSTRALIAN CULTURAL ATTRACTIONS

2017–2018 Annual Report, National Gallery of Australia; 2017–2018 Annual Report, Australian Gallery NSW ; 2017–2018 Annual Report, National Gallery of Victoria; 2017–2018 Annual Report, Australian Centre for the Moving Image; 2017–2018 Annual Report, Museums Board of Victoria; 2017–2018 Annual Report, Museum of Contemporary Art

* Arts in Daily Life report created by the Australia Council for the Arts in collaboration with Arts Victoria, 2014 ** NAB Quarterly Customer Spending Trends 2018

A B O U T G R A N D E

Grande Experiences is a Melbourne-based leading art & culture company dedicated to enriching the lives of people around the world with immersive journeys of discovery. It designs, produces and licenses paradigm-shifting travelling and permanent experiences that bring to life the genius and masterpieces of Leonardo da Vinci, Vincent van Gogh and a pantheon of French Impressionists as well as the beauty and wonder of nature and science for millions of people worldwide. Since its founding in 2006, Grande Experiences has held over 190 experiences in more than 145 cities, to over 17 million visitors in 32 languages.

Grande has successfully pivoted its experiences to become COVID-safe, and became a leader in driving innovative adaptation, demonstrated in the success of its venue partners around the world.

Grande owns and operates the Museo Leonardo da Vinci in a prestigious location in Rome, and is now developing its second permanent cultural attraction – THE LUME Melbourne.

Leonardo da Vinci – 500 Years of GeniusSao Paulo

Van Gogh AliveQingdao

Zurich’s Maag Halle reopened the touring Van Gogh Alive exhibition earlier thismonth, with strong consumer demand spelling success for the exhibition, despiteoperating at 50% of usual capacity.

Under the second phase of Switzerland’s reopening (since 11 May), museums can restartbusiness provided that ten square metres is maintained between each visitor.

Since reopening on 12 May, the Maag Halle has reduced the number of tickets sold pervisiting slot by half, to 112, adding a few extra slots in the morning.

Disinfection stations, a one-way system, masks for staff and open doors to limit touchpointsare other measures in place at the Maag Halle to keep visitors safe. A waiting zone has alsobeen established to hold people back if the museum is reaching capacity.

Although consumer condence was a worry prior to reopening, Darko Soolfrank of promoterMaag Music and Arts AG tells IQ, tickets for all slots have been selling out, even during theweek.

THE MUSEUM IS CURRENTLY SEEING FOOTFALL OF 700 A DAY ON AVERAGE,AROUND HALF OF WHAT DAILY INTAKE WAS PRIOR TO THE CORONAVIRUSOUTBREAK DUE TO CAPACITY LIMITS

The museum is currently seeing footfall of 700 a day on average, around half of what dailyintake was prior to the coronavirus outbreak due to capacity limits.

Running with minimal staff, Soolfrank states the exhibition is doable from a commercialpoint of view and also acts as good motivation for the team.

The reliance on a completely domestic audience – half of the exhibition’s visitors were madeup of tourists when it rst opened in Zurich in February – has also created newopportunities for the museum to connect with its home market.

REOPENING SUCCESS FORREDUCED-CAP. VAN GOGH ALIVEWith a 50% capacity limit and hygiene measures in place, Zurich’s Maag

Halle has been welcoming 700 visitors a day for the Van Gogh Alive

exhibition since it reopened

By IQ on 29 May 2020

The exhibition is operating at 50% its

usual capacity

image © Maag/Facebook

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Melbourne Convention & Exhibition Centre

THE LUME’s permanent home is the Melbourne Convention and Exhibition Centre, nestled in the heart of Melbourne along the bustling South Wharf precinct.

7 minute walk to Southern Cross Station and short walk from Clarendon Street MCEC Light Rail Stop (line 109, 96 , 12).

4 minute walk from Crown Casino and Hotel.

1 minute walk to 6,000 hotel rooms at Novotel and Pan Pacific, and to DFO shopping centre.

Direct walking access to the South Wharf Promenade with established waterfront F&B precincts.

Easy access to the Australian Centre for Contemporary Art, National Gallery of Victoria, Arts Centre Melbourne and Flinders Street Station.

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B E S P O K E P A R T N E R S H I P S

We look forward to collaborating with you to help find the most effective way to reach your marketing, community and staff / client engagement objectives.

Sponsorship opportunities are limited. To secure your spot contact Paul Kennedy

paul@kennedyandpartners.com or phone 0411 125 779

THELUME.COM