melbourne, australia

Beyond the Veil — JW Foundation Inaugural Gala at Sophia Arcade

Client

Scope

Date

JW Foundation

Strategy, Communications, Event, Media, Content, Partnerships, Activations, Collaborations

November 2024

On November 16, 2024, the JW Foundation unveiled its inaugural gala, Beyond the Veil, held at the historic Sophia Arcade in Melbourne — once the creative home of artist David Bromley. The event marked the JW Foundation’s first major step into the philanthropic landscape, with proceeds dedicated to LifeChanger Foundation, supporting youth mental health and resilience programs across Australia.

media Via ONE HOUSE & Eugene Canty

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Conceptualised, designed, and produced entirely by Votre Group under the creative direction of Valentine Mirzayantz, Beyond the Veil celebrated “The Art of Draping” — both as an artistic expression and a metaphor for unveiling potential. Every element, from creative direction and event design to PR, press, partnerships, curation, and full-scale production, was executed by Votre Group with signature precision and elegance.

Under the meticulous art direction of Bas Gabra Fam, the Sophia Arcade was transformed into an ethereal dreamscape — cascading silks, towering cherry blossom trees, candlelit pathways, and sculptural drapery filling the venue with movement and emotion. The Australian Children’s Choir opened the evening with angelic harmonies, setting a tone of reverence and awe that echoed throughout the night.

Limited to just 100 guests, the candlelit dinner curated an atmosphere of intimacy and sophistication. A bespoke menu by Atlantic Group, paired with an exclusive Penfolds wine selection, offered a culinary journey that matched the artistry of the evening.

Throughout the night, guests were immersed in a world of storytelling and performance. Ethereal ballet acts by the Ministry of Talent, a live violin performance by Yena Choi, and a captivating live art presentation by Melissa La Bozzetta unfolded between courses, weaving together movement, sound, and visual expression. Roving performers — including the Venus Oyster Goddess and Blossom Nymphs — engaged playfully with diners, evoking fantasy, imagination, and wonder.

The highlight of the evening was a silent auction featuring five one-of-a-kind paintings by David Bromley, generously donated by the artist himself, with all proceeds directly benefitting LifeChanger Foundation.

The event concluded with a heartfelt address from Jonathan Webber, Founder of JW Foundation, thanking guests and partners for their generosity and reaffirming the Foundation’s mission to empower young minds and foster meaningful change.

Beyond the Veil was more than a gala — it was the beginning of a new chapter in Australian philanthropy. Through Votre Group’s integrated creative leadership, the evening united artistry, purpose, and humanity under one veil — unveiling a future defined by inspiration, impact, and hope.

Creative Direction, Production & Full Event Management

Votre Group — led by Valentine

Entertainment by Khayaly & Ko

Culinary Partner

Atlantic Group • Penfolds

In Support Of LifeChanger Foundation