Melbourne Symphony Orchestra

Orchestrating Melbourne’s biggest band

To change the way Melbourne perceived the MSO and take the organisation beyond its traditional classical niche, we proposed a complete rethink of the way it presented itself to audiences, examining their audience segmentation, programming and communications.

Through a series of dinners and performances that explored the bonds between food and music, we dismantled perceptions of stuffiness and inaccessibility, introducing the orchestra to a receptive and culturally engaged new audience—in partnerships with the Melbourne Food and Wine Festival and collaborations with chefs Dan Hunter and Andrew McConnell.