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Live Nation partners with Mirvac to deliver new immersive experience in Sydney

Live Nation partners with Mirvac to deliver new immersive experience in Sydney
February 5, 2020

For an Australian first, one of the world’s largest entertainment companies, Live Nation will deliver its successful and popular ‘Happy Place’ experience when it opens in Australia on the rooftop of Mirvac Retail’s Broadway Sydney next month. 

Advising that the highly popular fun filled immersive experience will be the first outside North America, Mirvac General Manager Retail Kelly Miller stated “the creation of a partnership with Live Nation is an exciting example of our urban strategy in action and we are immensely proud that together we are bringing this successful international experience to Australia for the first time.

“The Live Nation partnership will showcase the next evolution of space utilisation in our centres with the three-month ticketed event experience predicted to drive tens of thousands of visitors to engage in what has been described as “Instagram Heaven”.

“Our urban portfolio, within Australia’s most densely populated metropolitan areas, is ideal for delivering entertainment and experience-based play and events.”

The Happy Place is an all ages experience of up to an hour in eclectic, surprising and delighting spaces through its multi-sensory themed rooms and larger-than-life installations.

Graham Kennedy, Head of Arts and Entertainment at Live Nation, commented “Live Nation has a proud heritage of bringing the best entertainment to Australia and is pleased to partner with such an innovative and unique experience. Having seen the joy that Happy Place has brought to hundreds of thousands of guests across the USA and Canada, we’re thrilled to bring the pop-up phenomenon to Australia for the first time.” 

The sold-out residencies in Los Angeles, Chicago, Toronto, Boston, Las Vegas and Philadelphia, saw the pop-up phenomenon dubbed ‘the world’s most Instagrammable exhibit’.  On a mission to spread happiness around the world, the innovative experience has helped more than one million people “find their happy” while exploring multiple vibrant rooms.

Michael Hariz, National Manager, Commercialisation and Partnerships, Mirvac added “our ability to repurpose spaces to deliver this type of fun filled experience to Australian audiences is a key driver in the creation of the partnership, and we are incredibly proud that, together with partners, we can curate and deliver desirable leisure, education and entertainment experiences for our communities.

“This partnership not only delivers for our retail partners by driving increased foot traffic, excitement and promotion of the centre, but also provides a new value proposition for the centre as a venue provider, entertainment partner and promotional vehicle, offering the best of experiences and amenity on offer.”

Tickets go on sale this week for the March 6th opening and retailers in the centre will be treated to an exclusive preview of the experience to develop their own engagement with Happy Place over its activation period.

For more information go to www.happyplace.me/australia-faq

Related Articles

20th December 2019 - Live Nation aims for further Asian expansion with acquisition of Malaysia’s PR Worldwide

18th September 2019 - Live Nation’s Roger Field considers potential of new Gold Coast entertainment arena

24th July 2019 - Live Nation admits steering tickets to resale market

22nd July 2019 - Live Nation sets sustainability goals for concerts and live events

18th June 2019 - Live Nation and Ticketmaster announce partnership with Dylan Alcott’s Get Skilled Access accessibility initiative

24th May 2019 - Live Nation Australia extends NAB partnership

10th May 2019 - Live Nation Australasia names new President of Brand and Marketing Partnerships

2nd March 2019 - Live Nation reveals another record year with 11% rise in global revenues

12th October 2018 - Live Nation enters partnership to develop integrated resort in South Korea

24th September 2018 - Live Nation names new General Manager for Melbourne’s Palais Theatre plus funding for 13 community projects

5th September 2018 - Live Nation backs new Brisbane live music venue

23rd August 2018 - Live Nation Australia to offer Optus customers new benefits through exclusive partnership

16th May 2018 - Live Nation launches ‘Women Nation’ fund to invest in female-founded live music ventures

8th May 2018 - New leadership roles to drive Live Nation’s New Zealand expansion

23rd April 2018 - Live Nation expands festival portfolio with acquisition of Rhythm and Vines Festival


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