Benalla
2025
Benalla Street Art Festival
The festival's first-ever live site: a hub for visitors to come back to.
CLIENT
Benalla Rural City Council
YEAR
LOCATION
2025
Benalla
MY ROLE
Event management
FIRST
live site for the festival
8000
visitors
THE IDEA - DREAM
What the festival needed
The festival needed a hub that brought the street art to life, encouraged participation, created atmosphere and gave people reasons to explore and engage beyond the murals.
WHAT WE DID - COLLABORATE
What we built
Designed the first live site
A central hub for the festival, planned from the ground up.
Music, food, art and entertainment
Bringing it all together in one place.
A zone to come back to
Somewhere for visitors to plan their mural walks and relax after a workshop.
Connecting visitors and locals
A relaxed space where everyone could meet and share the festival.
WHAT HAPPENED - ACTIVATE
The results
8000
visitors
9
performers
35
food and market stalls
6
interactive art
Conceptualised and delivered the inaugural Mair Street Live Site for the 2026 Benalla Street Art Festival. , The immersive, multi-day cultural hub captured the 18–35 demographic through curated live music, interactive micro-activations, and extended visitor stay times.
