Icon Agency opens its digital production studio

A man being filmed in a studio

Icon Agency has opened a dedicated digital production studio in inner-Melbourne as it ramps up its content capabilities amid strong growth.

The studio space is located in Richmond’s iconic Rosella Complex and is called The Content Garden. It is a purpose-built creative space for photography, film, social media and web content production.

The studio, which spans more than 600 square metres, will be a hub for emerging digital content creatives, hosting film nights, collaborations and networking events.

The Content Garden will also be home to Icon’s expanded video production division, including a newly created Auslan studio to produce content for deaf, blind and deaf-blind audiences.

wooden building with rosella icon on it

Rosella Complex

The independent agency’s co-founder and managing director, Joanne Painter, said The Content Garden responded to the changing needs of Icon’s government and corporate clients.

“The Content Garden lets us produce multi-format, multi-channel content quickly and flexibly in a controlled and COVID-safe environment,” she said.

“And like any thriving garden space, The Content Garden is a place to grow and nurture. The space will be used by film and digital creatives for producing and curating content in all its forms – from podcast series and webinars to long-format film and short animations.

“During COVID, we’ve experienced a significant shift in the way audiences consume digital content. With the launch of The Content Garden, Icon Agency is primed to deliver snackable content to support multi-channel campaigns and briefs,” she added.

Production studio

In addition to three large-format production studios, The Content Garden also has a sound recording studio, editing suites and a media training space.

Ms Painter said the new venture capped a huge two years which have seen the firm double in size and continue expanding its national footprint.

“We’re really excited about the future of digital storytelling and the opportunity to use this remarkable space to foster the next generation of digital content creators,” she added.

For more information about our new Content Garden, click here.


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