For two decades, Austage Events has been the unsung hero behind the dazzling spectacle of Melbourne Fashion Week, seamlessly blending audio-visual production, management, and technical direction to turn creative visions into unforgettable runway experiences. But here’s where it gets fascinating: their journey from a humble AV supplier to a trusted collaborator is a story of innovation, resilience, and the power of partnership. And this is the part most people miss—how their behind-the-scenes magic has shaped one of Australia’s most iconic fashion events.
2025 marked Austage’s 20th year partnering with the City of Melbourne for Melbourne Fashion Week. Reflecting on their evolution, the team highlights the incredible efforts that have transformed the city’s most stylish week into a global fashion destination. It all began in 2005, when Austage Events established its Melbourne office, with Rod Marrison, Matt Wilson, and Nick Ellul at the helm. Today, they hold key roles as General Manager – Austage Events, Senior Production Manager, and General Manager – Austage Venues, respectively, showcasing their growth alongside the company.
Austage’s involvement with Melbourne Fashion Week started that same year, initially providing AV support to Arts Events, the production company behind the week. Matt, who began as a technician, now leads the M/FW project, collaborating closely with the City of Melbourne’s event producers and partners like Resolution X. But here’s the controversial part: in an industry where tenders are fiercely competitive, Austage’s ability to secure and maintain this partnership for two decades raises questions about what truly sets them apart. Is it luck, or something more?
In the early years, the event was held entirely within the Melbourne Town Hall—a visually stunning but technically challenging venue. And this is the part most people miss: its heritage-listed status, timber beams, and lack of official weight ratings in the roof meant re-engineering the space almost every year. Yet, these challenges became Austage’s strengths, solidifying their reputation as a problem-solving production partner.
‘We got really good at working in the Town Hall,’ Matt explains. ‘We mastered managing AV requirements within budget and navigating rigging limitations to deliver high-end shows. That’s what set us apart.’
The Power of Partnership
Twenty years on, Austage’s partnership with the City of Melbourne goes beyond technical expertise—it’s a testament to how strong relationships drive event success. Their role extends far beyond lighting and sound, encompassing logistics, seating layouts, and proactive problem-solving. With their wealth of fashion experience, Austage anticipates technical and logistical issues, ensuring the creative vision aligns seamlessly with the budget.
‘We’re a crucial piece of the puzzle,’ Matt notes. ‘The City of Melbourne relies on our industry knowledge and experience with various venues to ensure everything comes together technically.’
This trust-based relationship allows both parties to navigate challenges with openness and mutual respect. Rod and Matt emphasize that Austage’s positive, flexible approach has been key to their enduring partnership. But here’s a thought-provoking question: in an industry where relationships often hinge on deliverables, how much does empathy and understanding truly matter? Rod believes it’s everything. ‘Being project-focused and receptive to the client’s goals is essential,’ he says. ‘It’s about providing the best within the scope.’
Matt adds, ‘It’s about rolling with the punches. Being friendly, helpful—like in life, being a good human being gets you a long way.’
Austage’s involvement from the earliest planning stages is another cornerstone of their success. Matt and Senior Production Manager Mike Rankin participate in site visits and venue selection discussions, ensuring technical considerations are addressed from the outset. And this is the part most people miss: this proactive approach prevents common pitfalls like equipment incompatibility, insufficient power supply, or access issues during setup.
‘Now, it’s almost a year-round project,’ Matt explains. ‘We start with the basics—like planning for 750 seats in a venue—and Mike maps it out, ensuring lighting, audio, and video are evenly distributed. The creative elements might change later, but the groundwork is already in place.’
Adapting Through Change
The pandemic tested the events industry like never before, but it also marked a turning point for M/FW’s creative evolution. Here’s where it gets controversial: while some companies pivoted entirely to virtual events, Austage took a strategic approach, investing in equipment that could serve both virtual and live events. ‘We built a streaming computer during COVID,’ Matt recalls, ‘but it was designed to double as a high-end video playback machine once live events returned.’
In 2020, M/FW was staged as a pre-recorded event, with Austage transforming Meat Market in North Melbourne into a three-studio set. The pandemic also inspired long-term changes, including a new multi-venue format to showcase Melbourne landmarks and immersive runway experiences.
Evolving Technology, Evolving Shows
Over the past two decades, event technology has transformed as much as the venues themselves. From beta cam decks and DVD players to LED lighting and battery-powered rigs, the shift has been dramatic. But here’s a question to ponder: as technology simplifies, does it enhance creativity or limit it? Rod reflects on the mid-2010s, when complex multi-blend projections and large sets dominated the Town Hall shows. ‘Now, what we used to achieve with rear-projected screens can be done with an 85-inch TV,’ he says.
Matt adds, ‘Video and audio playback have become much easier. Switching between 4:3 and 16:9 content used to be clunky, but now it’s seamless.’
While the focus has shifted from spectacle to ambiance, the move to multiple venues has introduced new logistical challenges. From cactus gardens to basement carparks, Austage has embraced unconventional spaces, keeping their team on their toes.
One show that encapsulates Austage’s capabilities is the Little Bourke Street Runway, which returned in 2024 after a seven-year hiatus and was also part of M/FW 2025. Staged right on the road, this quintessentially Melbourne event stops traffic—literally. With a tight setup window and pedestrians to navigate, Rod describes it as requiring ‘military precision.’
‘It’s a massive sense of accomplishment,’ he says. ‘You’re there at 2 pm, done by 10 pm, and this huge show has come and gone.’
Matt agrees, ‘These complex projects define our ‘one team, one dream’ philosophy. We find a way to make it work, no matter how big or weird the space.’
Rod & Matt’s Top Five M/FW Moments
- Arid Garden Runway 2020 – An outdoor runway at the Royal Botanical Gardens, marking a return to in-person events with a stunning backdrop.
- Little Bourke Street Runway 2024 – A fun celebration of M/FW’s 30th anniversary, bringing runway action to the public.
- Volvo Electric Runway – Featuring 30 Volvo EX30s, with bespoke vision mixes streamed onto the cars’ screens for audience members.
- Town Hall 2013 – A unique set design with DJs in the back, creating a memorable experience.
- Student Collections Runway 2025 – A 10-projector blend onto a 12x12m cube, showcasing live runway visuals and behind-the-scenes action.
Looking Ahead
As Melbourne Fashion Week continues to evolve, so does Austage’s role in its success. With a focus on adaptability and forward-thinking, the team treats every show as a learning opportunity while drawing on their two decades of experience.
‘Fashion Week pushes everyone to be at their best,’ Rod says. ‘It’s challenging, but ultimately, it’s a great team exercise that builds camaraderie.’
Matt credits Austage’s success to its people and tight-knit culture. ‘Many of our core crew and freelancers have been with us since the start. Clients know, trust, and enjoy working with us, and that makes all the difference.’
To see Austage in action, check out the documentary First In, Last Out – Behind the Runway at www.austageevents.com.au/portfolio/behindtherunway.
Final Thought: As we celebrate Austage’s 20-year journey, it’s clear that their success isn’t just about technical expertise—it’s about relationships, adaptability, and a passion for making the impossible possible. But here’s the question: in an ever-changing industry, what will it take for them to stay ahead in the next 20 years? Share your thoughts in the comments!
