The Content Garden

a photography studio with a big white floor, ceiling and walls

Icon Agency has unveiled its creative production hub for the content, photography, video and film industries within Richmond’s iconic Rosella Complex.

Icon Agency is sowing the seeds for a new era of prosperity at The Content Garden, Victoria’s newest for hire video production and studio complex.

Icon has seized the opportunity to enhance its operations across web, creative, PR and communications with this latest ambitious venture.

The specially-appointed building offers large-format film, video and photography spaces and services. It takes up residence in Icon’s very own neighbourhood, within the historic Rosella Complex, Cremorne.

The Content Garden contributes to the area’s reputation as a thriving business hub. Not only does the building service Icon Agency’s clients, but is also available for hire.

As its name suggests, The Content Garden is a place for creative growth. And there will be ample opportunities to do so across its four dedicated video/photography studios, green screen video facility, and full cyclorama replete with 5.5-metre ceiling.

The flexibility of The Content Garden and its studios provides the ideal environment for integrated agencies. On a given day, it will lend itself to projects like podcast and audio recording in its soundproof edit suite, social media content production, photography and video shoots.

With an abundance of natural light and space, The Content Garden will also cater for special events, film nights, group collaborations and much more.

Other features include shower and change facilities, full kitchen and break-out space, a loading bay and wheelchair access.

The imminent opening of The Content Garden marks another major accomplishment for Icon in a long line of recent successes and wins.

Icon’s Group Managing Director Joanne Painter attributes this to the agency’s entrepreneurial spirit, noting: “We’ve kicked off the year with the launch of a bold new business venture. It meets a growing need for businesses and agencies to produce multi-format, multi-channel content quickly and flexibly – and will be a key growth focus for Icon this year.”

In Icon's 20th anniversary year, the agency shows no sign of slowing down. Managing Director, Digital Chris Dodds adds: “We’ve continued to relentlessly innovate right up to today. This ambitious venture is testament to Icon’s spirit of purposeful innovation and curious reinvention.”

While several team members are already making use of The Content Garden’s amenities, Icon looks forward to exploring its capabilities as an agency and sharing this remarkable building with other people and businesses.

UPDATE: The Content Garden website is now live. Visit to see the setup and book a tour.

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