The JW Foundation’s inaugural event, Beyond the Veil, was a milestone moment in philanthropy, and Votre Group was privileged to partner in its creation. Spearheaded by Founder Valentine Mirzayantz as Creative Director, the event embodied the Foundation’s mission to redefine fundraising through elegance, artistry, and purpose. With passion and precision, Votre Group collaborated in-house with the JW Foundation to conceptualize, curate, and bring this extraordinary event to life.

From the outset, Votre Group’s role was pivotal. We worked closely with the JW team to shape the vision of Beyond the Veil, a celebration of “The Art of Draping,” symbolizing the unveiling of the Foundation’s transformative philanthropic approach. Our involvement spanned every aspect of the event’s execution:

• Concept Ideation & Branding: Starting with the core theme, Votre Group developed a cohesive visual identity for the event, including custom branding, product designs, and exclusive printing elements. Every detail was meticulously aligned to reflect the sophistication and purpose of the JW Foundation.

• Location Sourcing & Event Design: The iconic Sophia Arcade in Melbourne, a venue steeped in creativity as the former home of artist David Bromley, was chosen for its timeless charm. Working alongside JW’s art direction team, led by Bas, we transformed the space into a breathtaking setting of cascading drapes, towering cherry blossoms, and candlelit pathways, immersing guests in an atmosphere of wonder and elegance.

• Content & Media Strategy: Votre Group curated all media campaigns, including photography and videography, highlighting the journey behind the event’s creation. We captured the intricate details of the design process, from initial sketches to final execution, offering audiences a behind-the-scenes look at the craftsmanship and creativity involved.

• Press & Marketing Relations: Our team crafted press releases, developed a strategic marketing rollout, and collaborated with the JW Foundation’s PR team to amplify the event’s reach. Through targeted campaigns, we ensured that Beyond the Veil resonated with the right audience, uniting Melbourne’s most esteemed figures in design, development, and philanthropy.

• Event Production & Scheduling: From managing shoot schedules to coordinating with performers and production teams, Votre Group orchestrated every element of the event seamlessly. This included designing the flow of the evening, ensuring each moment—from the Australian Children’s Choir’s angelic performance to the vibrant terrace DJ set by Jake Webb—enhanced the overall narrative.

The Event: A Night to Remember

Held on Friday, November 22, 2024, Beyond the Veil captivated 100 handpicked guests with an immersive blend of art, culture, and sophistication. Highlights included ethereal ballet performances, a spellbinding violin recital by Yena Choi, interactive body painting by Melissa La Bozzetta, and whimsical roving characters like the Venus Oyster Goddess.

The evening culminated in an intimate dining experience curated by Atlantic Group, featuring an exclusive Penfolds wine pairing and a silent auction of five original David Bromley paintings. Proceeds supported LifeChanger, a youth mental health charity committed to empowering young Australians.

A Legacy of Impact

Votre Group’s collaboration with the JW Foundation on Beyond the Veil extended beyond the event itself. Together, we crafted a narrative that set the stage for a new era of philanthropy, combining art, elegance, and purpose. This event was not just a celebration but a catalyst for meaningful change, raising significant funds for LifeChanger’s vital programs while leaving an indelible mark on Melbourne’s philanthropic landscape.