Client: Benalla Street Art Festival
Project Type: Arts Festival & Urban Activation
Project Role: Curation, Project Management, Delivery, sponsorship.
Talent: International & National Street Artists
Location: Benalla, Victoria

Project Outline

Artist Selection & Collaboration: We led the curation for the Benalla Street Art Festival, transforming a regional Victorian town into a living, breathing canvas. The project’s vision was to bridge the gap between world-class contemporary practice and community engagement. We curated a diverse lineup of international and local artists, commissioning site-specific works that respond to the unique architecture and local character of Benalla. The selection process prioritised fresh perspectives and bold international talent, ensuring the festival builds upon the town’s legacy of over 95 existing murals while introducing new, ambitious creative dialogues.

Project Management & Delivery: Our team managed the end-to-end delivery of the festival, including complex logistics, site coordination, and the integration of live mural painting with comprehensive public programming. We built out an extensive schedule of artist talks, and immersive experiences fostering direct engagement between the public and the creative process. Beyond the aesthetic delivery, we drove the festival’s commercial strategy, securing and managing sponsorship support and developing new commercial opportunities that ensure the long-term sustainability and growth of the event.

Artistic Delivery & Legacy: The festival is a cornerstone of regional cultural tourism, establishing Benalla as Australia’s premier regional street art destination. By turning the streets into an immersive cultural explosion, the project strengthens community identity and connection to place. The legacy of the festival is felt in the permanent transformation of the urban landscape, providing a lasting platform for cultural storytelling. It continues to spark curiosity and reflection, ensuring Benalla remains a vibrant site of ongoing artistic discovery and regional cultural pride.

The event was delivered in partnership with Benalla Rural City Council and Visit Victoria as the major funding partners.