Born from a shared vision to push boundaries and shape the future of how people connect with brands, FutureLabs has officially joined SE Group, uniting with Seeker Agency and Solution Entertainment to form a creative collective built for the next era of brand experience.
What began as a collaboration between Seeker and FutureLabs on some of Australia’s most ambitious activations has evolved into something larger, a partnership that blends storytelling, entertainment, and technology into one seamless ecosystem. Together, we’ll continue to craft experiences that move people, combining innovation, creativity and culture at every touchpoint.
SE Group is home to three of Australia’s leading experience agencies: Seeker Agency, Solution Entertainment, and now FutureLabs. The group delivers end-to-end creative, entertainment and technology solutions for some of the world’s most recognisable brands.
Seeker Agency is known for its large-scale events and brand activations that shape how audiences experience culture, from national sporting partnerships to global product launches.
Solution Entertainment brings world-class talent and entertainment booking to those moments, connecting audiences through live performance and cultural impact.
FutureLabs joins as the group’s immersive technology arm, specialising in experience design, interactive software, digital installations and gamified brand activations. Over the past decade, FutureLabs have delivered for brands including Netflix, Adidas, The Macallan, Porsche, Mastercard and Cadbury, transforming physical spaces into interactive worlds where audiences can play, connect and belong.
As AI continues to reshape how we connect online, brands are rediscovering the power of real, human experiences. This acquisition reflects a shared belief between SE Group and FutureLabs, that the future of creativity lives where technology and culture meet.
By joining SE Group, FutureLabs gains the scale to bring our ideas to bigger stages, combining immersive technology with storytelling, entertainment and event craft at the highest level.
Joining SE Group allows us to amplify our impact and access larger-scale opportunities while maintaining our commitment to pushing the boundaries of creative technology " - Daniel Hewitt, Co-Founder of FutureLabs.
“FutureLabs has been an exceptional creative partner to Seeker Agency, consistently delivering innovative technological solutions that elevate our clients’ brand experiences [...] This acquisition is a natural evolution of our collaboration and strengthens our ability to deliver end-to-end experiential solutions that blend creative excellence with technology." - Brad Hampel, Founder & CEO of SE Group.
It’s been humbling to see how the announcement’s travelled, here’s a few places where the story’s been told.
FutureLabs will continue to operate under our existing brand, maintaining the same focus on immersive, human-centred innovation, now supported by a broader platform that allows us to dream bigger and deliver faster.
Together with Seeker Agency’s event expertise and Solution Entertainment’s entertainment network, we’re unlocking new creative possibilities, from large-scale sports and cultural activations to live shows, festivals and integrated brand worlds.
As always, our mission remains the same: to create ideas that connect people.
We’re proud of how far we’ve come, and even more excited about what’s next.
