The Unseen Heroes Behind the Catwalk
For two decades, Austage Events has been the unsung hero behind the glitz and glamour of Melbourne Fashion Week, crafting unforgettable runway moments through their exceptional audio-visual production, management, and technical direction.
A 20-year partnership with the City of Melbourne
Austage's journey began in 2005 when they established their Melbourne office, with Rod Marrison, Matt Wilson, and Nick Ellul playing pivotal roles. Since then, they've evolved from AV suppliers to trusted collaborators, marking 2025 as their 20th year working with the City of Melbourne on Melbourne Fashion Week. But here's where it gets interesting—their role has expanded far beyond technical expertise.
From AV Supplier to Trusted Collaborator
Austage's initial involvement with Melbourne Fashion Week started with providing audio-visual support to Arts Events, the production company managing the week. Matt Wilson, who started as a technician, now leads the project, working closely with the City of Melbourne and partners like Resolution X. Their relationship began with a successful tender and has flourished ever since.
The early years saw the event staged within the Melbourne Town Hall, a visually stunning but technically demanding venue. Rod recalls the challenges, "It's heritage-listed with timber beams and no official weight rating in the roof. We had to re-engineer it almost every year, and the sets were massive." Yet, these challenges became opportunities, solidifying Austage's reputation as a reliable production partner.
The Evolution of Event Technology
Over the years, event technology has evolved from beta cam decks and DVD players to LED screens, simplified cabling, and battery-powered lighting rigs. Rod reminisces about the complex multi-blend projections and big sets in the mid-2010s, before the E2 vision mixers, where multiple systems and operators worked together to create a cohesive design. Now, what once required complex setups can be achieved with large TVs and streamlined audio-visual playback.
The Power of Partnership and Adaptability
Austage's partnership with the City of Melbourne is a testament to the importance of solid relationships in event success. They offer more than lighting and sound; they provide logistical support, seating layouts, and technical problem-solving. With their fashion industry expertise, they anticipate issues and ensure the creative vision and budget align. Matt emphasizes, "We're a crucial piece of the puzzle. The City of Melbourne producers rely on our industry knowledge and experience."
The foundation of trust and empathy has been key to navigating challenges. Rod and Matt attribute their success to a positive, flexible approach and being receptive to client needs. This collaborative spirit extends to involving Austage in planning from the start, preventing common technical pitfalls.
Adapting to Change and Embracing Unconventional Spaces
The pandemic tested the events industry, but it also marked a creative turning point for Melbourne Fashion Week. Rod recalls the City of Melbourne's unwavering support, keeping the industry alive. In 2020, the event was pre-recorded, with Austage transforming Meat Market into a three-studio set. The pandemic inspired long-term changes, including a multi-venue format and immersive runway experiences.
A Strategic Approach to Technology Investments
While some AV companies heavily invested in virtual event capabilities, Austage took a strategic approach to equipment purchases, focusing on future-proofing. Matt recalls building a streaming computer during the pandemic, which could later be used for high-end video playback when live events returned.
Signature Shows and Memorable Moments
Austage's capabilities shine in shows like the Little Bourke Street Runway, which stops traffic with its unique, quintessentially Melbourne setting. With a tight bump-in time and complex logistics, it's a testament to their precision and teamwork. Rod and Matt also highlight the Arid Garden Runway, a post-pandemic outdoor event, and the Volvo Electric Runway, featuring a bespoke vision mix streamed onto car screens.
Looking Ahead: Adaptability and Learning
As Melbourne Fashion Week evolves, Austage remains adaptable and forward-thinking. They approach each show as a learning opportunity, drawing on their 20 years of experience. Rod reflects, "Fashion Week pushes everyone to excel." Matt attributes their success to their talented team and tight-knit culture, fostering strong client relationships.
Controversy and Comment:
In an industry where trends and technology evolve rapidly, how important is it for companies like Austage to stay adaptable and invest in future-proof solutions? Do you think their strategic approach to equipment purchases during the pandemic was a wise decision, or should they have focused more on virtual event capabilities? Share your thoughts in the comments!
