The Realise Group has announced the launch of a new experiential agency, Unreal, expanding its offer beyond fabrication and technical production.
The agency will operate as a separate business under the Realise Group umbrella.
Unreal will focus on creative strategy, audience journeys, and overall experiential management, while Realise will continue to deliver fabrication and technical production for live events and brand activations.
The two businesses will operate as distinct entities, but will share operational standards and delivery processes. This will allow for a specialised approach to client needs.
Arran Cruickshanks, managing director at Realise Group, said: “The launch of Unreal is a natural evolution for us. Mark and the team have spent years perfecting the how of production. With Unreal, we are focusing on the why and the what. By separating our fabrication strengths and client base from our full-service experiential offering.”
For event organisers and brand clients, the launch creates a clearer distinction between creative development and technical delivery, while keeping both capabilities within a single group.