Icon Agency launches new Melbourne-based digital content incubator The Content Garden

Indie agency Icon has opened a dedicated digital production studio in inner-Melbourne as it ramps up its content capabilities amid strong growth.

Located in Richmond’s iconic Rosella Complex, The Content Garden is a purpose-built creative production studio for photography, film, social media and web content production.

Spanning more than 600 sqm, the studio will be a hub for emerging digital content creatives, hosting film nights, collaborations and networking events.

The Content Garden will also be home to Icon’s expanded video production division, including a newly created Auslan studio to produce content for deaf, blind and deaf-blind audiences.

Icon Agency co-founder and managing director, Joanne Painter, said The Content Garden responded to the changing needs of Icon’s government and corporate clients: “The Content Garden lets us produce multi-format, multi-channel content quickly and flexibly in a controlled and COVID-safe environment.

“And like any thriving garden space, The Content Garden is a place to grow and nurture. The space will be used by film and digital creatives for producing and curating content in all its forms – from podcast series and webinars to long-format film and short animations.

“During COVID, we’ve experienced a significant shift in the way audiences consume digital content. With the launch of The Content Garden, Icon Agency is primed to deliver snackable content to support multi-channel campaigns and briefs.”

In addition to three large-format production studios, The Content Garden features a sound recording studio, editing suites and a media training space.

Painter said the new venture capped a huge two years which have seen the firm double in size and continue expanding its national footprint: “We’re really excited about the future of digital storytelling and the opportunity to use this remarkable space to foster the next generation of digital content creators.”

Head to https://contentgarden.com.au/ for more information.