iPLAY BAYSIDE | Melbourne Event Photographer: Behind the Lens at the Launch of iPlay's First Victorian Venue
When Australia's largest family-owned entertainment brand opened its first Victorian venue in Frankston, Tommy Creative was proud to be there to capture every moment.
As a Melbourne event photographer, we specialise in documenting grand openings, retail launches, corporate events and brand activations that deserve to be remembered long after the ribbon is cut.
The launch of iPlay Frankston marked a significant milestone for the entertainment company, bringing its first Victorian location to Bayside Shopping Centre and introducing an exciting new destination for families across Melbourne's south-east. The new 2,500-square-metre venue features more than 160 arcade games, bumper cars, dedicated event spaces and the Australian debut of the Pandemonium Challenge Rooms, making it one of Melbourne's newest entertainment destinations.
Capturing More Than Just an Event
Every launch has a story.
For iPlay Frankston, it wasn't simply about opening the doors—it was about introducing a nationally recognised brand to a new market, welcoming hundreds of excited guests and creating an unforgettable first impression.
Our team documented the event from every angle, capturing:
The excitement as guests experienced the venue for the first time
Genuine reactions from families and children
Brand signage and environmental photography
Interactive gaming experiences
VIP guests and official proceedings
Candid moments throughout the launch
Hero imagery designed for future marketing and media
These photographs don't just record an event—they become valuable marketing assets that businesses can use across social media, websites, PR campaigns and future advertising.
Photographed by Melbourne Event Photographer: Tommy Creative
Why Professional Event Photography Matters for Retail Launches
A grand opening only happens once.
Whether you're launching a flagship store, hospitality venue, shopping centre activation or national brand expansion, professional photography helps maximise the return on your event investment.
High-quality event photography provides content for:
Press releases
Media coverage
Social media campaigns
Website updates
Future advertising
Internal communications
Stakeholder reporting
At Tommy Creative, we photograph every event with these future uses in mind, ensuring our clients receive a diverse collection of commercially valuable imagery.
Melbourne Event Photography That Builds Brands
As a leading Melbourne event photographer, Tommy Creative works with brands, agencies and organisations to capture events that leave a lasting impression.
From corporate conferences and gala dinners to product launches, hospitality openings and retail activations, our focus is always the same: authentic storytelling that reflects the energy of the day while strengthening your brand.
We understand what marketing teams need because we create photographs with campaigns—not just galleries—in mind.
Planning a Grand Opening or Brand Launch?
Launching a new business, venue or product is one of the biggest moments in any brand's journey.
Professional photography ensures that excitement lives on well beyond opening day.
If you're searching for a Melbourne event photographer to capture your next retail launch, corporate event, conference or brand activation, we'd love to help tell your story.
About iPlay Frankston
iPlay Frankston marks a major milestone for one of Australia's leading family entertainment brands, becoming the company's first-ever Victorian venue. Located within Bayside Shopping Centre in Frankston, the new entertainment destination brings iPlay's nationally recognised experience to Melbourne's south-east, expanding the brand's presence beyond Queensland and New South Wales.
Spanning approximately 2,500 square metres, the venue features more than 160 arcade games, an indoor bumper car arena, dedicated party and event spaces, food and beverage offerings, and the Australian debut of Pandemonium, iPlay's interactive challenge room experience designed for teams, families and groups. The venue has been created as a destination for birthday celebrations, corporate events, school holidays and everyday family entertainment.
The opening represents an exciting investment in Frankston's growing entertainment and retail precinct, adding a new attraction for locals and visitors alike. As Melbourne continues to see investment in experiential retail and destination-based entertainment, iPlay Frankston is set to become a go-to venue for families, friends and corporate groups looking for a fun and interactive experience.
Tommy Creative was proud to capture the official launch event, documenting the excitement, energy and milestone moments as guests experienced Victoria's very first iPlay venue for the first time.
