Connect 140

Bloom'n Events Co. was engaged by Centuria to conceptualise and design a first-of-its-kind B2B networking experience for tenants of 140 St Georges Terrace. The outcome was Connect 140—a purpose-built networking format that combined strategic placemaking, custom branding, and handcrafted interactive elements to transform a corporate foyer into an engaging business ecosystem.

The event marked a significant step in repositioning 140SGT as a connected commercial community, not just a premium office address.

Bloom'n Events Co. led the project from initial concept through to design, fabrication, and delivery, providing a fully realised event framework that Centuria could scale for future activations.

Our scope included:

• Event naming and concept development
• Brand identity creation (Connect 140)
• Graphic design and logo development
• Design and production of tenant introduction displays
• Design and hand fabrication of large-scale interactive assets
• Spatial planning for engagement and flow

The Connect 140 concept was developed in response to a clear challenge identified in the proposal: traditional corporate networking often lacks structure, purpose, and memorability.

Bloom'n Events Co. created a concept centred on connection, strategy, and interaction, using the metaphor of the classic Connect Four game to reflect how relationships are built—intentionally, strategically, and through engagement.

The name, visual language, and experience design were all developed to ensure the event felt:

• Premium and executive-level
• Approachable and human
• Purposeful rather than performative

We designed the Connect 140 brand and logo suite, aligning closely with Centuria's existing corporate identity. The palette of black, white, and gold was selected to reflect confidence, longevity, and prestige while remaining adaptable for future events.

Brand assets were designed for longevity and included:

• Primary and secondary Connect 140 logos
• Typography and graphic language
• Application across signage, boards, and interactive elements

This ensured brand consistency across the space and provided Centuria with a reusable identity for ongoing B2B engagement initiatives.

To support meaningful, targeted networking, Bloom'n Events Co. designed and produced custom company introduction boards for tenant businesses within 140SGT.

Each board was designed to:

• Clearly display the company name and logo
• Introduce the nature of the business and services
• Highlight key executive representatives attending the event

Placed strategically throughout the foyer, these boards acted as conversation catalysts, allowing guests to identify relevant connections before and during interactions—removing friction from introductions and elevating the overall networking quality.

At the heart of Connect 140 were eight (8) custom-built Giant Connect Four games, each handmade by Bloom'n Events Co. to a substantial size of 1850mm x 1650mm.

These were not off-the-shelf props. Each game was:

• Designed specifically for the Connect 140 concept
• Constructed to a premium, commercial-grade finish
• Sized to function as both a game and a spatial anchor
• Strategically placed to encourage movement, engagement, and group interaction

The games became the event's defining feature—breaking down formal barriers, encouraging teamwork, and transforming introductions into shared experiences.

As part of the original proposal, Bloom'n Events Co. also designed a broader event framework that included optional enhancements, which were not ultimately taken up by the client but remain part of the scalable concept:

• Keynote speaker or MC to frame the event and spark industry-relevant discussion
• Live DJ and curated background music to elevate atmosphere and energy
• Full catering and beverage curation, including premium canapés, grazing stations, and drinks packages

These elements were intentionally designed as modular additions, allowing Centuria to scale the experience in future iterations without redesigning the core concept.

Connect 140 was delivered as a highly successful, engagement-led networking event, praised for its originality, clarity of purpose, and professional execution.

The event:

• Encouraged genuine cross-industry connections between tenants
• Elevated the perception of 140SGT as a progressive business hub
• Demonstrated the value of intentional experience design in B2B environments
• Established a repeatable framework for future Centuria activations

Most importantly, it showed that when concept, brand, and fabrication are integrated, networking stops being transactional—and starts becoming meaningful.

Strong business communities don't happen by chance. They are designed.

Connect 140 stands as an example of how thoughtful concept development, bespoke branding, and handcrafted experiences can transform a standard corporate event into a strategic asset.

• Event concept & naming
• Brand & logo design
• Graphic design & print production
• Custom board design & fabrication
• Handcrafted large-scale interactive installations
• Spatial planning & placemaking