When budgets are tight, timelines short, and creative visions ambitious, being able to see the full event experience before site construction begins is a powerful advantage. The Imagination Collaborative helps producers bridge the gap between concept and execution by creating 3D digital replicas of major events, all before the physical onsite work begins.
'We saw a big gap with large-scale event producers,' explains Tristan Morrison, Chief Happiness Officer and Co-Founder of The Imagination Collaborative. 'They were rich in ideas, but they lacked the digital tools to truly test, refine, and communicate those ideas at scale.'
Founded in 2024, the 50% Indigenous-owned business draws on decades of combined experience. CEO and Co-Founder Iain Morrison brings over 35 years in live event production, while Tristan's background in HR and coaching informs their people-first, culture-conscious approach. Together, they've created a company where creativity, precision, and empathy are equally prioritised.
Bringing together digital and physical worlds, at scale
The Imagination Collaborative uses a unique blend of computer-aided design (CAD) drafting, drone mapping, 3D rendering and digital twin technology to create realistic replicas of events. These span global sporting events, concerts, festivals and venues, with many operating under tight timelines and non-disclosure agreements.
The company's digital twin services offer ultra-precise simulations, helping teams identify issues early, virtually walk through event spaces, and collaborate remotely across locations before on-site work begins.
'For example, we recently created a digital twin for a major concert tour,' says Tristan. 'Before anyone stepped on site, we identified layout issues that saved the client significant time and money.
'We're not just about the technology,' she adds. 'We're storytellers and connectors. We want to spark emotion, tell stories, and bring people together in meaningful ways.'
It's that combination of advanced digital tools, storytelling ability, and cultural sensitivity that sets them apart. 'Our team is experienced in live events, design, digital media and human-centred leadership,' shares Tristan. 'That means we can translate creative vision into functional reality while keeping people at the centre.'
A strategic move into the UAE
From day one, global growth was on the agenda. 'We wanted to bring our unique experience and niche expertise to markets where innovation, experience and design were accelerating,' Tristan explains.
The UAE and broader Middle East quickly emerged as a natural fit. 'There's a really big push for large-scale events in parts of the region,' says Tristan. 'Their events are next level, and we want to be a part of that.'
Tradestart and Investment NSW supported The Imagination Collaborative's foray into the UAE. The company attended an NSW Export Capability Building Program workshop in April 2025. The workshop is designed for businesses looking to initiate export activities, as well as export-ready businesses aiming to consolidate their knowledge and maximise export gains.
Tradestart also provided ongoing support, using the resources of Investment NSW and Austrade to offer market insights, cultural training and legal referrals. Tradestart worked with Investment NSW to introduce The Imagination Collaborative to contacts and partners, and accompanied Tristan and Iain to meetings in Dubai.
'They facilitated several introductions, one of which led to a collaboration within an hour of meeting,' Tristan recalls. 'We can't say enough good things about the support they've given us.'
The Imagination Collaborative creates realistic replicas of events before physical work begins, helping producers cut costs, reduce risks, and deliver standout experiences.
The reality of entering a new market
Despite the warm reception, setting up in the UAE has had its challenges. 'There are real cultural and logistical differences,' Tristan notes. 'Even registering as a supplier can be unexpectedly complex without local knowledge or residency.'
Following an initial scoping trip in October 2024, they learned firsthand how difficult it can be to navigate procurement systems without a formal local presence. 'We engaged a company to help us set up. It was a significant investment, but they did a lot of the groundwork for us,' Tristan says.
Tristan says the experience has highlighted how important it is to understand the operating rhythm of each market. 'We've found things operate in a different mode in the UAE. It may not be organised in a way you're used to, so you need to be ready for that.'
Navigating the UAE market meant adapting certain work practices. 'In Australia, we're used to fairly direct communication and quick turnarounds,' says Tristan. 'But in the UAE, decisions happen through relationships. There's a greater emphasis on building trust and taking the time for conversations before formal agreements progress.'
The team adapted by prioritising face-to-face meetings, sharing coffee over conversations, and focusing on building trust before pushing for formal outcomes.
With the foundational groundwork complete, the business's focus now is on scaling delivery capabilities across the Gulf. The team plans to make regular returns to the UAE, explore partnerships in Saudi Arabia, and invest in local advocacy through trusted connections on the ground.
'We've got our residency, set up the local entity, and now it's about showing up consistently to build on our progress so far,' says Tristan.
The Australian-UAE Comprehensive Economic Partnership Agreement (CEPA) promises to open new doors for high-growth, export-ready businesses. 'For us, it unlocks our ability to deliver more complex, high-touch projects across the region,' Tristan explains. 'It also helps accelerate knowledge transfer and strengthen our presence in the Gulf.'
Supporting First Nations businesses to succeed in the UAE
CEPA is Australia's first trade agreement to include a stand-alone First Nations chapter.
This Chapter, and other Articles across the Agreement, provide the foundation for First Nations businesses to launch into the UAE and broader region. It also elevates First Nations perspectives across environment, sustainable agricultural, intellectual property protection and investment.
Under the agreement, Australia and the UAE have pledged to advance First Nations economic prosperity, affirming their commitment to support First Nations businesses to benefit from the opportunities created by international trade and investment.
The First Nations chapter in CEPA marks a significant step in recognising Indigenous economic rights within international trade frameworks. For Indigenous companies, it offers clearer market access, and a framework to build stronger cultural and economic ties with partners in the UAE.
