Credit: SE Group
Events firm SE Group has acquired agency FutureLabs, which specialises in interactive brand experiences.
FutureLabs has been a creative partner to SE Group’s Seeker Agency, which handles events and activations, and Solution Entertainment, known for its talent and entertainment bookings.
Commercial details haven't been released.
Brad Hampel, SE Group founder and CEO, said the move formalises an existing collaboration between the two companies.
“FutureLabs has been an exceptional creative partner to Seeker Agency, consistently delivering innovative technological solutions that elevate our clients' brand experiences,” Hampel said.
“This acquisition is a natural evolution of our successful collaboration and reflects our commitment to providing clients with end-to-end experiential solutions that blend creative excellence with technological innovation.”
Hampel said brands were shifting back toward physical experiences.
“We're witnessing a fundamental shift in how people want to engage with brands,” he said.
“As AI becomes ever present in our digital lives, there's a powerful counter-movement toward physical experiences that feel authentic and emotionally resonant.
“The acquisition of FutureLabs allows us to supercharge our capability to deliver these transformative moments.”
FutureLabs founder Daniel Hewitt said the deal would broaden the company’s reach.
“Joining SE Group allows us to amplify our impact and access larger-scale opportunities while maintaining our commitment to pushing the boundaries of creative technology,” Hewitt said.
“The alignment between our technical expertise and SE Group's creative and event capabilities will deliver unprecedented value for clients seeking attention in the experience economy.”
FutureLabs specialises in immersive installations, interactive digital experiences and activations for brands, retailers and public institutions.
The business will continue to operate under its own brand while integrating with Seeker Agency and Solution Entertainment.
SE Group’s clients include the AFL, Australian Grand Prix Corporation, Australian Open, Netball Australia, NBL, Nike, Samsung, Toyota, REA Group, Seek, SAP, Australia Post, Red Bull, Hayu and Sony.
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