Phoenix ICT Solutions came to us to launch their new AI product, and the brand handed us the perfect metaphor.

A phoenix is a story of transformation, so we built the launch as one: the Great Hall opened dressed head to toe in the Phoenix brand, shimmering floor-to-ceiling drapes glowing red and gold, warm amber washes, the phoenix mark across screens and styling.
Then, at the moment of the launch, the room itself transformed, shifting from the colours of Phoenix ICT to the launch identity of ZaraLM, the company’s new artificial intelligence product.
The result was a launch guests didn’t just watch, they were standing inside it when it happened.

Client: Phoenix ICT Solutions
Year: 2025
Venue: Great Hall, Parliament House, Canberra
Format: Black-tie product launch gala
Audience: Clients, partners and invited guests

What we delivered

• Event concept, theming and styling.
• In-house floral design and production.
• AV production, staging and lighting design, including the in-room brand transformation.
• Entertainment programming and performer management.
• Media wall and arrival experience
• Stage management and program delivery
• Full set up and pack down

A launch built on transformation
A brand called Phoenix launching an AI product sets its own expectation, and the room had to meet it. Every design choice pulled from the same fire: reds, ambers and golds, movement and light, a night designed to build toward a single moment of change.
An arrival worth dressing up for
Guests stepped from the red carpet to a media wall crowned in fresh florals, roses and orchids in reds, corals and pinks framing the Phoenix mark. It set the tone before anyone reached the room, and gave every guest their moment on the way in.

The transformation
At the peak of the program, the room changed. Lighting, screens and drape shifted from the Phoenix ICT flame palette to the blue of the ZaraLM, the whole Great Hall crossing from one brand era into the next in a single, choreographed moment. It made the launch the physical centre of the night rather than a line in a speech.

A headline panel at centre stage
A hosted panel of special guests of Ricky Ponting, Shane Watson & Holly Ferling anchored the program, staged against the glowing drape with sightlines and screens designed so every seat in the Great Hall felt close to the conversation.

A tablescape in black and gold
The dinner tables ran black and gold: black linen, gold chargers, marble-finish menus, and tall gold candelabra centrepieces with candlelight in glass, dressed with white phalaenopsis orchids and a single white rose standing at each place. Every arrangement was designed and built in-house by our floral team, from a warehouse full of peonies, garden roses, dahlias and anthuriums in the Phoenix palette.

Performers among the guests
Aerial hoop artists in shimmering costume, acrobats rising above the floor, and live music threading through the evening. The entertainment was programmed to appear around and above the guests, keeping the energy moving between the formal moments. A DJ was flown in from India to celebrate and entertain the room for the party at the end of the night.