Our team designed, produced, and delivered Queensland’s first Holocaust Museum, the world’s newest and the first of its kind in the state. The project aimed to create a world-class cultural landmark that promotes empathy, tolerance, and understanding through a fusion of live and digital storytelling.
Working within a 420 sqm subterranean heritage site in Brisbane’s CBD, the brief required a complete reimagining of what a museum experience could be, one that educates without confronting and connects deeply with audiences of all ages. Unbelievable Group was tasked with transforming a historically charged space into a dynamic learning environment that documents the lives of Holocaust survivors who made Queensland their home, while sensitively balancing narrative, innovation, and humanity.
The vision: to create an inclusive, contemporary, and emotionally intelligent museum that informs, inspires, and empowers, a place to learn, then lead.
We created a multi-sensory, technology-driven museum experience across seven zones, integrating AR, AI, artefacts, and video storytelling to deliver an emotionally resonant journey unlike any other in Australia.
World-building was central to the concept, a space intentionally shaped to be explored and discovered. Distinct zones and sensory overlays of sound and light evoke connection and belonging, while the curation of moving image, stills, and creative technologies reimagined how content could be experienced. Immersive projection environments envelop visitors, and a high-impact viewing zone within a replica cattle car presents deeply personal survivor testimonies. The result is an extraordinary space about ordinary people during an extraordinary period of history.
AWARDS & RECOGNITION
Gold – Eventex Global Awards (Virtual Experience)
Silver – Eventex Global Awards (Cause Event)
Agency of the Year 2024 – Australian Event Awards
Recognised by The Australian Magazine as one of the 50 Australian Innovations Changing the World
We created a multi-sensory, technology-driven museum experience across seven zones, integrating AR, AI, artefacts, and video storytelling to deliver an emotionally resonant journey unlike any other in Australia.
World-building was central to the concept, a space intentionally shaped to be explored and discovered. Distinct zones and sensory overlays of sound and light evoke connection and belonging, while the curation of moving image, stills, and creative technologies reimagined how content could be experienced. Immersive projection environments envelop visitors, and a high-impact viewing zone within a replica cattle car presents deeply personal survivor testimonies. The result is an extraordinary space about ordinary people during an extraordinary period of history.
AWARDS & RECOGNITION
Gold – Eventex Global Awards (Virtual Experience)
Silver – Eventex Global Awards (Cause Event)
Agency of the Year 2024 – Australian Event Awards
Recognised by The Australian Magazine as one of the 50 Australian Innovations Changing the World
“We are so grateful to everyone and the wider team for making this dream a reality.” Queensland Holocaust Museum and Education Centre
