Lorem Ipsum 2015 – A Hidden Space


In an era of rapid expansion and over-development, the challenge we face is that demand from clients for new event venues. This demand continues to outgrow what is readily available in the events landscape – and so a new approach to the built event environment is necessary.

But how do we change the perception of what an event space can, and should, be like?

As a result of our extensive research, three key themes emerged around what clients wanted in an events space:

  1. Connectivity – any new event space would need to be connected to the city, city services and wider environs.
  2. Evolving – the event installation could not be static and would need to be something that morphed and evolved year on year.
  3. Quality – in everything that we would do, the design and look would be top of the client agenda, the service had to be five-star, we would need to embrace the latest technology, and the food experience should be akin to dining in a restaurant.

Armed with these findings, we went searching far and wide for a space that could address all our needs. We had to think differently and approach this from a new perspective, to reimagine the built environment – and from this, the concept of Lorem Ipsum was born.

“Lorem Ipsum is a collision of design, inspiration and engagement”.

Lorem Ipsum was designed to be Melbourne’s curiously evolving pop-up gala event space, encapsulating the sophistication, creativity and innovation of the Melbourne event landscape. Capable of hosting large cocktail functions, luncheon or gala dinner for 500-2000 guests, small intimate groups of 200-500 Lorem Ipsum offered a scalable solution for any type of event.

Lorem Ipsum was the creative brain child of the EMG Events team, in partnership with the iconic Melbourne Exhibition and Convention Centre (MCEC) providing the space for this new venture. The design, food and beverage, and technology all designed purposely by the EMG Events team to ensure every single event was a complete success. Award winning dishes, perfectly matched to wine ensured that Lorem Ipsum was a premium offering for guests to enjoy.

About the 2015 theme ‘A Hidden Space’:

Melbourne is globally renowned for its laneways, hidden bars and restaurants and culinary culture. The lantana of laneways and streets in Melbourne can take you on an unexpected journey into food, music and art – take an unexpected turn and enter the immersive space that is Lorem Ipsum.

EMG approached the design to this concept with inspiration drawn from metals and materials such as copper, gold and pressed metal to create custom made walls and centrepieces, juxtaposed with soft chandelier lighting and furnishings. This opposing design creating a moody intimacy and ambience in this expansive venue, this type of mood usually only achieved for smaller spaces.

Designed from concept to delivery, EMG led this project with design in heart and client in mind.


Creative Direction

Gala Dinners

Production Management