Made to measure, with twenty years of craft.

Event & marketing atelierExperiences · Activations · PlacemakingMelbourne

Artists at heart. Producers by trade.

Music curation, festivals, fashion and art de vivre: a lifetime of making style and culture for the public. Now we create events for companies and brands, and the marketing that fills them.
Led by Jean-François Ponthieux and creative director Yeojin Bae.

Start a conversation See the work

The grand hall of the Royal Exhibition Building, full of guests, seen from the balcony — **Wanderlust True North**Royal Exhibition Building

Light bursting over a packed crowd under a vaulted ceiling — **Bastille Day Soirée**Landmark hall

Five models walking the runway at a Yeojin Bae fashion show — **Yeojin Bae**Runway show

St Kilda Town Hall packed wall to wall under a gilded ceiling — **Le Grape Escape**St Kilda Town Hall

Five glasses clinking in a toast — **Le Grape Escape**A toast

Drone view of the beach club umbrellas between the sea and the dunes, beside the pier — **Carlsberg Beach Club**Frankston

A couple with beers at the Carlsberg Beach Club bar — **Carlsberg Beach Club**Frankston

Hands in the air in front of a singer on stage — **So Frenchy So Chic**The front row

View from the stage over a sunny crowd and a mansion — **So Frenchy So Chic**From the stage

Aerial view of Barangaroo and the Sydney Harbour Bridge — **Wanderlust True North**Barangaroo, Sydney

National finalistAustralian Event Awards 2026

20 yearsof events people paid to attend

National finalist Australian Event Awards 2026✦20 years of events people paid to attend✦162,000 guests who chose to come✦Knight of Arts and Letters✦L’Oréal Melbourne Fashion Festival Designer Award✦Marie Claire One to Watch✦National finalist Australian Event Awards 2026✦20 years of events people paid to attend✦162,000 guests who chose to come✦Knight of Arts and Letters✦L’Oréal Melbourne Fashion Festival Designer Award✦Marie Claire One to Watch✦

Knight of Arts and LettersL’Oréal Melbourne Fashion Festival Designer AwardMarie Claire One to Watch

Why us · The public experience, brought into the private space

Our savoir-faire, for your event.

From intimate dinners to festivals across three cities, we’ve created experiences that 162,000 people chose to attend. Now we put that know-how to work for your company. Bring us an idea and we’ll produce it. Start from a blank page and we’ll create the concept.

Designed for the client. Remembered by the guests.

Events · Activations · Campaigns

What we’ve done.

Our eventSo Frenchy So Chic120,000+ guests · 14 yearsFourteen years of filling a park with people who chose to come, for artists most Australians had never heard of.

ClientWanderlust True NorthRoyal Exhibition Building · The CutawayA global wellbeing brand hired us to bring its gatherings back to Australia, at Melbourne’s Royal Exhibition Building and The Cutaway at Barangaroo, Sydney.

Our eventLe Grape Escape4,500 guests · 3 editionsA wine festival that puts independent winemakers and curious drinkers in the same room, region by region.

Our eventCarlsberg Beach Club35,000 guests · +8 pts brand awarenessA seasonal beach club built from scratch on the Frankston foreshore, with Carlsberg as naming-rights partner. Carlsberg’s brand awareness rose 8 points.

Our eventBastille Day Soirée3,000 guests · 4 yearsA French Touch dance party for Bastille Day: DJs, cocktails and finger food in a landmark building.

ClientChampagne LansonFestival barA floral champagne bar and social campaign, staged inside the festival.

ClientPerrierActivation & barA flower-arch swing and a Perrier bar, staged inside the festival.

ClientKronenbourg 16643,000+ entries · 7 on-premise accountsA French dining experience with 12 top French restaurants in Melbourne and Sydney, backed by a competition and social campaign. 3,000+ entries, and Kronenbourg 1664 signed up 7 on-premise accounts.

ClientRenaultNaming-rights partner · 1M+ reachNaming-rights partner of So Frenchy So Chic, with over a million reach, digital and at the event. We created a Road Trip to France campaign around the car, rather than a logo on a banner.

ClientThe Emerging Art FairStrategy to hand-overBuilding the ticket machine for a new art fair, then handing over the keys.

What we do

We create the event. And we fill the room.

Start here. Or anywhere.

A singer on stage at golden hour in front of a full park at So Frenchy So Chic

End-of-year parties
The night your team talks about until next December. Food that's worth it, music that builds, a reason to stay to the end.
Team days & offsites
Calm in the morning with Yeojin's meditation, conviviality in the afternoon. No forced team-building.
Client dinners & soirées
A long table in a room they'll remember. Relationships are built at the table, not in the boardroom.
Launches & activations
Openings, anniversaries, brand activations and public events. Filling them is the hard part, and it's the part we know best.

Filling the room

The marketing is half the job.

An event only works if the right people turn up wanting to be there. We plan the campaign with the event, and run it ourselves. Hand us the brief, or build it with us.

For brands & public eventsCampaigns that sell tickets

01Social & paid media
02Influencers & creators
03Event websites & ticketing
04Email & automation
05Tracking & reporting

For companies & teamsInvitations people want to open

01Invitations & countdown
02RSVP follow-up
03Photos & recap film
04Content for LinkedIn & careers
05Results after the night

Who we are

Small on purpose.

Portrait of Jean-François Ponthieux — FounderJean-François Ponthieux
Jean-François started in music: he co-created Australia’s first internet radio station with Channel 7, Telstra and Microsoft, and earned a gold record for Radio Havana. In 2005 he launched the So Frenchy So Chic series, which went platinum, and in 2010 turned it into a festival he ran at his own risk for fourteen years, for more than 120,000 guests. Along the way came the Bastille Day Soirée, Le Grape Escape and the Carlsberg Beach Club, a national finalist at the Australian Event Awards 2026. Concept Cartell now brings that art de vivre to companies and brands. The person in your first meeting is the person on site.
Knight of Arts and Letters, 2016 · Awarded by the French Minister of Culture

Yeojin Bae seated on a sculpted wooden chair — Creative directorYeojin Bae
Yeojin spent three decades in fashion, half of them under her own name, with sharp tailoring and bold dresses that landed in leading department stores. Then she took the frame off, switching from styling wardrobes to styling worlds: the Carlsberg Beach Club, the So Frenchy So Chic music festival, a wellness experience for Wanderlust, plus photo shoots, brand activations and merchandise that people actually keep. She doesn’t decorate a space; she directs it. A qualified Vedic meditation teacher, she stays calm when everything is moving fast, and knows the best experiences are felt, not just seen. Concept, colour, light, calm. All hers.
L’Oréal Melbourne Fashion Festival Designer Award · Marie Claire One to Watch · Goodwill Ambassador for Korea

Who we bringTwenty years of people we trust.

More than 60 French and international bands brought to Australia, DJs and Australian artists, some of the country's best French restaurants, and the contractors who make big moments run smoothly.

Clients and event partners

Wanderlust·Carlsberg·Kronenbourg 1664·Champagne Lanson·Côté Mas·Renault·······

Start a conversation

Let's fill a room.

Got a date and a venue? Great. Starting from a blank page? Even better. Tell us what you're planning. The first coffee is on us.