Experience Lab

Experience Lab is an exciting program led by Fed Square and our creative partners that’s designed to support artists and creatives from the Victorian community.

The program is aimed at developing new experiences that will set a benchmark within the creative industry, surprise and delight visitors to Fed Square and cement a brand new experience within the Melbourne landscape. 

The program will select a handful of concepts from EOI submission, and provide those applicants with a $10,000 funding grant as well as one-on-one mentoring by industry experts, to enable the idea to be developed into a viable experience, right here at Fed Square.  

With Experience Lab, the only limit is your imagination! We are seeking to support immersive, experiential concepts. For example, it could be an idea that taps into new technologies. It might also have the potential to be applied in other locations.

To support your application you are required to upload a pitch proposal outlining you/your group and your experience concept OR your CV outlining your experience, in either of the following formats:

• Your pitch proposal in PDF format of no more than 10 slides.
• Your pitch proposal in Video format of no more than 5-minutes. File must be supplied via Vimeo/YouTube/Dropbox or Google Drive.
• Your CV in PDF format.

Plus we’ll also ask you to:

• Tell us about you/your group, providing a brief biography and creative information on your practice/background (150 words).
• Tell us about your idea for a new experience at Fed Square and why it is unique or special (150 words).
• Tell us who the target audience is for your experience (100 words).
• Tell us, if your proposed concept was to be delivered, what would success look like and how might it become a sustainable ongoing experience/business model? (150 words).

Please note that you will not be able to save your form as draft. So please prep your material before submission.

While we are not prescriptive in what experiences we are seeking, you may find inspiration in our Experience Principles:

• POSITIVE DISRUPTION

As a public space, it’s in our DNA to kick up the leaves, change gears, and take people out of their comfort zones. Fed Square is a place to reshape perceptions of ourselves, our city and the world around us. All in the name of shifting mindsets and progressing culture through creativity. It’s the antidote to sameness and complacency, through off-the-charts experiences.

• OUTSIDE IN, INSIDE OUT

Fed Square is an open square, composed of many different interconnecting buildings and spaces. It is accessible from many different points, and does not close. Visitors can wander through our Atrium at all hours, can meander through our varied landscape, from cobblestones to granitic sand or zinc tiles, under sky or open glass roof. The design of Fed Square was based on the idea of Federation: of separate parts coming together to form a connected whole. This provides the opportunity to break down perceived barriers between inside and out, the built and natural environments, what is hidden and what is public, so our audiences can explore our diverse spaces through a seamless and connected experience.

• DIVERSE TOGETHER

Fed Square is built from a mosaic of materials and differing spaces, and this serves as a physical design analogy for the diversity of our city and its people. At Fed Square we celebrate the different backgrounds, cultures and experiences that make us unique. We do this not to surface differences, but to drive inclusion – to provide a place we all have ownership of and where we can feel we all belong. 

• SELF-ENRICHMENT

Fed Square is a place of impact. A place where you will leave with more than you come with. Where we can better ourselves – whether emotionally, spiritually, intellectually or culturally. Somewhere where we can expect enriching experiences – ones that expand our minds and hearts and deepen our understanding of ourselves, and each other.

In addition, our Purpose, People and Place will provide further context.

• Purpose – Fed Square is a public and civic square, Melbourne’s meeting place, and at the heart of our purpose is a commitment to culture and community.
• People – Melbourne is a city made up of many diverse cultural communities and Fed Square is one of Melbourne’s most visited sites. Our audiences are made up of individuals and groups from diverse backgrounds who are seeking cultural experiences, who enjoy leisure and sport, who are attracted to Big Screen and major events, who gather for social experiences with friends, and who are seeking to connect with their community.  
• Place – Fed Square is also built on the traditional lands of the people of the Eastern Kulin nations, and we pay our respects to First Nations Elders past and present. The Koorie Heritage Trust sits proudly in our Yarra building overlooking the Birrarung and connects visitors with the art and culture of the First Nations people. Fed Square has been protected by heritage status.

Fed Square is anything but square. A diverse myriad of spaces, nooks and crannies just waiting to be activated in new ways. 

There are the areas the public know and love, such as The Atrium and our Main Square featuring the Digital Façade, as well as lesser-known gems like our acoustically engineered The Edge overlooking The Yarra with seating for 269 people and able to house a full chamber orchestra.

You’ll also find spaces, undercrofts and tunnels tucked away beneath the site and sitting above the train lines, such as Platform 13’s secret Slot 9 which has previously been used for immersive experiences. 

A range of other spaces, large and small, are scattered throughout our open-plan offices, tenancies and cultural partners, including cafés and bars, as well as the NGV Australia, ACMI, and Koorie Heritage Trust.

Take a Virtual Tour through our spaces.

Applications will be accepted via the form button on this page. All submissions will be competitively assessed via an internal evaluation model. Fed Square will develop a final list of recommendations for approval by Fed Square’s Judging Panel, featuring experts from the creative industry. Once approved, three (3) applicants will be selected and advised of the outcome of their application via email. Note: Due to the large volume of applications we anticipate receiving, individual feedback will not be provided.

We will focus on the following areas when selecting the three (3) successful submissions to participate in Experience Lab:

• Quality of experience concept – Does the idea represent a unique new experience for Fed Square and align with our Experience Principles?
• Audience focus – Does the idea have strong appeal to existing audiences or help Fed Square attract new audiences or build community?
• Sustainability – Does the idea have a sustainable business model through box office income or other forms of investment or funding? If appropriate, would it be transferable to other contexts such as other cultural institutions or locations to support the viability of the concept?
• Means to Deliver – Does the applicant have the capability and capacity to deliver the experience concept successfully? Recognising that Experience Lab is open to applicants with different levels of experience. If the concept is deemed to have real potential, do the applicants have the time and resource to turn the idea into reality, with the support of the Experience Lab funding and mentoring? 

Experience Lab is a two-phase program where we will support the development of three (3) experience concepts for Fed Square, selected through an open application process. 

Phase 1 – Incubation 

• We will review all submissions by way of an internal evaluation model and select three (3) submissions for participation.  
• The three (3) selected participants will receive a grant of $10,000 each to develop their creative concept leading to the delivery of a Project Summary Document and Pitch Deck.
• Fed Square will support the development of the proposed concept over a three-month period.
• During this time, participants will receive mentoring and support from Fed Square Multimedia and Programming experts, access to our Entrepreneurs-in-Residence, and access to a shared workspace to help with the development of the concept and to facilitate collaboration between program participants.
• There will be a public showcase of the shortlisted concepts as part of Fed Square’s 20th Anniversary celebrations, which will also provide an opportunity for public engagement and consultation.
• Participants will present their Pitch Deck on Pitch Day where Fed Square will determine which concept(s) will be selected for Phase 2 – Development and Launch, based on feasibility and suitability for the site.  

Phase 2 – Development and Launch

• Upon selection the participant will enter a secondary contractual phase.
• Once selected, these concept(s) will receive further support and investment to further develop the concept through to public launch.  
• Note: There is no guarantee that your concept will progress to Phase 2 even if you are selected to participate in Phase 1. 

• Monday 4 July – applications open.
• Sunday 7 August – applications close, 5pm AEST. 
• Friday 26 August – successful applicants notified via email.
• Tuesday 4 October – Phase 1 Incubation begins – During this period participants are to develop their creative concept and business plan leading to the production of a Project Summary Document and Pitch Deck (see definitions under FAQ’s) to be presented at the Pitch Session on 2 February 2023. Guidelines will be provided to all participants as part of the incubation process.
• Late 2022 – A public showcase of the shortlisted Experience Lab concepts as part of Fed Square’s 20th Anniversary celebrations.
• 2 February 2023 – Pitch Session

Experience Lab is open to people of all abilities. We seek to minimise any barriers to participation. Applicants are encouraged to email us with any specific access and communication requirements, including additional costs associated with the creative development process.

We encourage and welcome applications from Aboriginal and Torres Strait Islander people, people from culturally diverse backgrounds, LGBTIQ+ people, and people of all ages and abilities.

To be eligible for selection and funding applicants must: 

• Have an active Australian Business Number (ABN). Sole traders, partnerships, companies or trusts are welcome to apply.
• Groups of individuals that have joined together must be legally constituted or nominate either an individual or an auspicing body to apply, and to take legal and financial responsibility for the grant should one be awarded.
• Individual applicants must be Australian Citizens or Permanent Residents, currently residing in Victoria.
• Group applicants must have at least one key member that is an Australian citizen or Permanent Resident, currently residing in Victoria.
• All applicants must be over 18 years old at the time of application.
• Your application must be received within the published application dates.
• Your application must be complete and provide all requested information.
• You must be available to work on your concept proposal between August and November 2022.

The following individuals and/or organisations are NOT eligible to apply for the Experience Lab:

• Permanent employees of The Organiser (Melbourne Arts Precinct Corporation) are ineligible to enter.
• Permanent employees of state-owned cultural agencies and Creative Victoria are ineligible to enter.
• Applicants proposing concepts that do not pay creatives/artists at an industry standard rate are ineligible to enter.
• Applicants proposing concepts that do not follow correct protocols when working with First Peoples’ artists, content and/or communities are ineligible to enter.

Should my application be successful, what support will I receive?

• Grant Support. The $10,000 grant is to cover Phase 1 – Incubation only. Whereby the three (3) selected participants will use these funds over the three-month period to help them conceptualise their idea and produce a Project Summary Document and Pitch Deck, with the hope that we can proceed with the full development of the best idea(s) where feasible. However, Fed Square ultimately maintains the right to not move forward with concepts in the event that we think the concept is not sufficiently progressed or viable after the incubation phase or is not appropriate for the site. 
• Access to our Entrepreneurs-in-Residence for the project, the Experience Consortium (co-creators of the Experience Lab concept), a highly experienced creative collective with expertise in experience design and creative entrepreneurship (including the founders of leading experience design companies Grumpy Sailor, Underground Cinema, Immersive Cinema and REMIX Summits). They will provide successful applicants with one-on-one advice to support the development of your concept. More information on the Experience Consortium can be found at the bottom of this page.
• Access to relevant members of the Fed Square team to support the development process.
• Access to a shared workspace for the duration of the incubation period to support the growth of your creative enterprise.

Does it cost anything to be part of the Experience Lab program?

No. The Experience Lab is a free program designed to support the Victorian creative community and build experience design capability within the sector. We provide a grant to successful applicants and this is designed to cover the costs of participation (this could include any accommodation or transport requirements, as well as a contribution towards the time you invest in the development of your concept).

What support is available for applicants with accessibility requirements?

Applicants can indicate any specific access requirements by contacting the Fed Square team via email. The option to submit responses to the application questions in video or audio format is available for those with access requirements.

Can I submit multiple ideas to the program?

Yes, you can! However, even if we love them all we would only accept one (1) submission per applicant for participation.

What do you mean by the term ‘experience developer’? 

This phrase is used to describe an individual or organisation developing and building experiences for others. You might be just starting your journey or be an established experience provider. Practitioners of all creative disciplines are eligible to apply and your expertise might be from the performing arts, literature, creative technology or games development, to name just a few. There is no advantage in having a background in any particular creative discipline – the important thing is having a great idea and having the capacity to deliver on the idea.

Can groups apply?

Yes, they can. Groups, teams and collaborative applications are welcome, but these need to be a legal entity, either auspiced or with an individual to take contractual responsibility. Groups of individuals who join together as a collective must be legally constituted or nominate either an individual or an auspicing body to apply, and to take legal and financial responsibility for the grant should one be awarded. When applying, demographic information can be recorded for the lead applicant.

If my application is successful, what happens next? 

Once you have entered into a grant contract with Fed Square (Melbourne Arts Precinct Corporation) you will enter the incubation phase. This is a three-month process that will take place between October 2022 – January 2023.  

If my application is successful, what do I actually need to deliver?

During the incubation period, you are expected to produce a Project Summary Document and Pitch Deck (see definitions below) which will be presented to an assessment panel made up of representatives from the Fed Square team, The Consortium Collective, and other members, on Pitch Day. The grant funding is designed to cover your time for concept development and creation of your Project Summary Document and Pitch Deck which we use to assess the viability of the experience.

What is the Project Summary Document?

This is where you provide us a short summary overview of the project (2-pages maximum) and alongside this you have the option to provide any supplementary detailed information if relevant. For example, more information about the business plan for your experience or other relevant information on your experience which won’t fit into your Pitch Deck.

What is the Pitch Deck?

Following your 3-month incubation period you will have developed a succinct Pitch Deck that covers the following:

• Summary of creative development activity including how you have used your time to develop your concept
• An overview of your worked up creative concept
• An overview of your target audience
• A Business Model and a Budget for the experience
• Activation steps and timeline for how you will turn your idea into reality

What is the time commitment to be a part of the Experience Lab program?

The expectation is that the concept development phase will take approximately three months (not full-time, and predominantly self-directed). The Experience Lab is designed to be highly flexible and, in certain circumstances, this period of time can be extended to enable the broadest possible participation in the project.

The program is designed to give you support and guidance to inform the development of your idea. This is provided by specialists in the Fed Square team and a mentor from the Experience Consortium, a collective of leading experience designers as appropriate to your project requirements.

Participants will be required to maintain contact with our Project team throughout the creative development process, through onsite meetings or via video conferencing. You may also wish to arrange access to the shared workspace that is available as part of the project for your creative development process.

Do I actually need to deliver the creative experience as part of the program?

No, the grant is for a three-month incubation period. Creation or implementation of the experience will form the next phase of the program, if Fed Square decides to proceed with the idea and enter a contractual partnership agreement with you.

Does my idea need to be a paid experience for audiences?

Not necessarily, there are many free experiences that take place at Fed Square. However, the creative entrepreneur component is a key driver of the project. We are ultimately looking to support ideas that have the potential to be sustainable through a partnership with Fed Square where we can support new or existing creative enterprise. If your experience is not ticketed, there are various other business models you might consider for your idea, such as sponsorship or other funding to cover the costs. You would outline this during the creative development phase to help us determine its viability. One of the benefits for creative entrepreneurs of applying to the Experience Lab is that we can help connect you to new audiences in a variety of ways as well as help you tap into our spaces and networks and trusted brand, to help support the sustainability of your concept.

If there is a ticket price for my experience and who gets the money?

Where we support the full development of a paid experience we expect that this will be the subject of a revenue share to cover any relevant costs for Fed Square and to support future editions of the Experience Lab. Given the aim of the program is to support the development of new creative enterprises in Victoria our principle is that any revenue or profit share model needs to enable the applicant to sustain and grow their creative experience activity. Given, this is ultimately a commercial arrangement where the model will vary across a number of different experiences the exact split will be decided once the final pitch is put forward through the Experience Lab program. We are working on an open book model where the applicant will share commercial data with us. The applicant is of course under no obligation to move forward with final development and delivery of the experience if they are unable to agree a commercial partnership with Fed Square and they are free too operate the experience elsewhere once the period of exclusivity ends.

After completion of the incubation phase, will my concept definitely move forward?

Not necessarily and we maintain the right not to implement an idea. We have developed the Experience Lab because it is our intention to proceed with the most viable and exciting experience ideas, depending on budget and resourcing capacity. Each concept will be reviewed at the end of the incubation phase through the pitch process. By participating in the Experience Lab in return for our support, Fed Square will have first right of refusal for the experience (until the end of the incubation phase defined as 30 November). 

If Fed Square decides not to move forward with my concept, can I still develop it independently?

We only require a period of exclusivity (up until 30 November, 2022) where we can choose to support the full development of your concept and develop a mutually acceptable partnership agreement. If we choose not go ahead with your concept or once this period of exclusivity elapses, you are free to proceed independently. In addition, you own any intellectual property related to your concept regardless (see below), and if we decide that your idea is not for us then you are free to develop the concept independently, as you see fit. For clarification, we do not expect any repayment of the $10,000 grant should we not decide to proceed. These terms will be laid out in the contract you will sign on acceptance of the grant.

If Fed Square wants to proceed with my concept, what happens at that point?

We will work with you to develop a partnership agreement that will cover further development through to delivery of the experience. This would encompass all relevant terms, such as deliverables, project timelines, intellectual property, exclusivity, cost and revenue model etc., as applicable to your concept.

How long will it take for Fed Square to decide whether to proceed with my concept?

In return for our support to develop the idea, the grant agreement will assign Fed Square first right of refusal for the experience during the period of incubation. Given that some ideas will take more time (and possibly funding) to implement, we have allowed a short period of time after your concept is submitted to make a final decision on whether we will move forward in partnership with you, and to work up a mutually agreeable partnership arrangement. We are committed to making a decision on whether we would like to proceed by 22 November 2022 (this date may be extended by mutual agreement).

If my experience is selected for the Experience Lab, as a partner of Fed Square how will you support it in the development and delivery phase so that it has the best chance of being successful?

Phase 2 – Development and Launch – as part of the development of a partnership agreement, we would explore ways that we could support the idea, including potential further investment from Fed Square, opportunities for philanthropic support, corporate sponsorship or business development in line with the proposed delivery model. We will work with you as a partner to develop and operationalise the experience. This support will bring it to life for audiences and we will promote it through our marketing channels, including email newsletter, website, social media and onsite signage.

Who owns the intellectual property (IP) developed through the Experience Lab?

Any ideas developed by participants in the program remain with the originator. The goal of this Experience Lab is to support people in the Victorian creative community to develop sustainable creative experiences and enterprise. We want the ideas to be delivered at Fed Square, but we also encourage ideas that are transferable to other cultural institutions, offering growth opportunities to the individuals and organisations who have developed them.

What is the timeframe to delivering the experience if my detailed concept is approved for final development by Fed Square. 

Participants will end the incubator phase with a detailed concept and budget that they will pitch to Fed Square. If your concept is approved to move forward into final development and eventual delivery to the public you will first of all need to enter into a partnership agreement with Fed Square. 

Given the wide variety of experience types we expect to come through the open application process our expectation is that each concept will have a different delivery timeframe. 

It may be that some concepts could be delivered reasonably quickly but others might take much longer (and could require additional fundraising beyond the scope of this program to make them viable). Participants selected for the initial incubation phase will develop a personalised roadmap for their concept that they will execute if they move to the second and final development phase. 

Do I need to live in Victoria?

At least one member of your project team must be:

An Australian citizen currently residing in Victoria; or a Permanent Resident (holding an appropriate visa).

What is Melbourne Arts Precinct Corporation (MAP Co)?  

Fed Square has transferred all of its assets used in conducting its business to Melbourne Arts Precinct Corporation (MAP Co), a State Business Corporation established on 29 March 2022 by the Victorian Government under the State Owned Enterprises Act 1992 (VIC). The transfer was subject to a sale agreement between MAP Co and Fed Square, whereby Fed Square assigned its rights to MAP Co. With effect from 1 July 2022, the Fed Square team with who you will be working with are employed by MAP Co.

What is Melbourne Arts Precinct Corporation (MAP Co)?

MAP Co is responsible for running two of Melbourne’s most important civic spaces, Fed Square and the new 18,000 square metre elevated public park that will reshape, connect and activate the arts precinct. It is also be responsible for delivering the Victorian Government’s vision for the Melbourne Arts Precinct, Australia’s largest ever cultural infrastructure project. As an iconic and much-loved destination, Fed Square’s role, remit, content, and activities will continue as the city’s vibrant civic, cultural and community hub, but it will also now serve as an exciting gateway to one of the most dynamic and concentrated arts and cultural precincts in the world.

These Terms and Conditions apply to the Expressions of Interest and Phase 1 of the Experience Lab program.

1. Instructions on how to apply and grant information forms part of these Terms and Conditions. By entering, applicants accept these terms and conditions.
2. The Organiser is Melbourne Arts Precinct Corporation (MAP Co)
3. Your concept must be the idea of the submitting individual or group.
4. Your entry must not involve commercial entities or any place of employment.
5. Entrants must live in Victoria (applies to the person submitting the entry).
6. Entrants must be over the age of 18 (applies to all members).
7. Entrant must provide us with their: Full name, address, phone number, email address, artist/group name (applies to the person submitting the entry)
8. In order to verify your details, successful applicants must consent to providing proof of ID.
9. Employees of the Organiser and their immediate families are ineligible to enter.
10. Applicants are permitted to submit more than one (1) concept. However only one (1) concept submission per applicant would be selected for participation.
11. The Organiser’s decision is final and no correspondence will be entered into.
12. The Organiser will have first right of refusal and a period of limited exclusivity.
13. If the Organiser does not enter into a formal contractual partnership by 1 December, then the period of limited exclusivity expires and the participant is free to move forward the idea elsewhere. 
14. The Organiser accepts no responsibility for late, lost, incomplete, incorrectly submitted, delayed, illegible, corrupted or misdirected entries, claims or correspondence whether due to error, omission, alteration, tampering, deletion, theft, destruction, transmission interruption, communications failure or otherwise.
15. Grants are non-transferable and may not be redeemed for cash.
16. If the specified grant becomes unavailable due to general unforeseen circumstances, the Organiser is not liable to replace the value.
17. All personal information submitted by any entrant will be governed in accordance with the MAP Co Privacy Policy.
18. The EOI opens Monday 4 July 2022, 9am AEST.
19. The EOI closes Sunday 7 August 2022, 10pm AEST.
20. Successful applicants will be notified via email by Friday 26 August 2022
21. Grant contracts to the sum of AUD $10,000 are to be issued to all participants. 
22. Phase 1 – Incubation begins via Kick-off session Tuesday 4 October 2022. We anticipate that the program will begin on this date.
23. The incubation phase runs for approximately three (3) months. During this time participants are to develop their creative concept and business plan leading to the production of a Pitch Document and Project Summary Deck. Guidelines will be provided to all participants as part of the incubation process.
24. Late 2022 – A public showcase of the shortlisted Experience Lab concepts as part of Fed Square’s 20th Anniversary celebrations
25. A Pitch Session will take place on 2 February 2023. 
26. Internal judging will take place and final projects will be selected by Fed Square from 8 February 2023.
27. Contracting will take place after this date.  
28. Phase 2 – Development & Launch begins. Date TBA 
29. Dates and timings are subject to change.

License and Intellectual Property Rights 

1. The Content Provider licenses the Content to MAP Co in consideration for MAP Co agreeing to display the Content Provider’s Content on the Digital Façade and Virtual Square (which the Content Provider acknowledges and agrees is valuable consideration):

2. The Content Provider grants MAP Co, and MAP Co accepts, an non-exclusive license to use the Content including, but not limited to, display, perform and reproduce on the Digital Façade and the Virtual Square for the duration of the Term; and

3. MAP Co may use the Content in any manner considered appropriate. This may include, but is not limited to, using the Content in connection with MAP Co sponsors; and

4. The Content Provider acknowledges and accepts that the fragmented nature of the Digital Façade may alter the appearance of the Content including limiting its display.