2026 · Crown, Melbourne

Off the Books

Client: Royal Stacks
Year: 2026
Location: Crown, Melbourne
Practice: Experience
Scope: Concept and creative direction
Venue takeover
Live music programming
Branded collateral
Content capture

Flipping a Thursday afternoon into a Melbourne moment. Fieldstate’s first collaboration with Royal Stacks proved the most memorable brand experiences don’t always happen inside conference halls or behind velvet ropes.

Two Fieldstate crew members in black branded t-shirts putting up posters on a timber-panelled wall inside Royal Stacks

The brief

Bump-in · Venue dressing

The concept drew inspiration from Fieldstate’s Creative Director, whose early career saw her put punk bands and DJs in The Basement at Myer, disrupting expectations and turning retail spaces into cultural destinations. That same philosophy sat at the heart of Off the Books: take an unexpected location, introduce live music, community and energy, and create a moment people can’t help but get amongst.

Guests dancing in front of a DJ booth draped in a Fieldstate cloth beneath a Royal Stacks sign

The delivery

Lance and Ph4ntam · B2B set

Set against the backdrop of Melbourne’s Crown complex, the activation gave passers-by, professionals and the local community a reason to stop, step inside and become part of something unexpected. What appeared at first glance to be a casual burger venue takeover quickly evolved into a high-energy brand experience, complete with a surprise B2B DJ set from Melbourne favourites Lance and Ph4ntam.

The event was intentionally created as a proof of concept. A demonstration of how brands can command attention, create buzz and generate compelling content through the thoughtful intersection of place, partnerships, hospitality and culture. By transforming a familiar venue into a temporary destination, Fieldstate showcased how creativity can elevate even the most everyday environments.

Beyond the immediate energy of the event, Off the Books was an opportunity to demonstrate Fieldstate’s growing event offering to existing and prospective clients. It showed how branded experiences can attract audiences, strengthen community connection, spark conversation and create highly shareable content, all while delivering authentic engagement.

The activation also points to a broader opportunity within the business events industry. As delegates increasingly seek experiences beyond the conference venue, there is growing demand for curated cultural moments that connect visitors with the personality of a destination. Off the Books is the type of bespoke add-on experience Fieldstate can create alongside conferences and exhibitions, helping attendees discover the culture, creativity and character of Australian cities.

What began as burgers, music and conversation became something much bigger: a live demonstration of how Fieldstate creates memorable experiences, builds communities and turns ordinary moments into stories worth sharing.

Venue partner: Royal Stacks. B2B DJ set: Lance and Ph4ntam.

A guest fills a Royal Stacks cup at a drinks dispenser fronted by an illuminated Fieldstate sign — Drinks station

A Royal Stacks staff member holds a tray with a burger and fries in branded packaging — Burgers on the house

Black Fieldstate drink cards fanned out on a timber table beside a Royal Stacks cup — Fieldstate drink cards

A Fieldstate crew member and a smiling guest outside the venue on the Crown promenade — On the street

Two guests take a selfie outside Royal Stacks while holding a printed card — Guests outside the venue

A Fieldstate crew member in a branded cap and t-shirt smiles beside a large Fieldstate sign on the glass entrance — Front of house

Two guests wearing RMIT lanyards pose at the Royal Stacks entrance with Fieldstate signage behind them — Guests arriving

An illuminated Fieldstate sign on the Royal Stacks counter as guests queue beneath pendant lights — At the counter

Guests seated in green velvet chairs watching a blue laser show

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