ICC Sydney Launches Content Studio as Convention Centers Expand Into Media Production

International Convention Centre Sydney has launched Connect Create, a new in-house studio designed to help planners produce, capture, and distribute event content.

Managed by Legends Global, the service moves ICC Sydney beyond space rental and technical production to become a creative content partner. 

The studio offers everything from concept development and motion graphics to live capture and same-day social media edits. Planners can now deliver videos, social reels, interviews, and longer-form content in real time, extending the reach of conferences and exhibitions far beyond the closing keynote.

From Convention Center to Content Engine

Connect Create includes custom 3D animation, motion graphics, projection mapping, and immersive LED content tailored to the venue. Multi-camera videography, on-site edit suites, and in-house voiceover and recording capabilities allow planners to create social reels, vox pops, and longer-form video content, often delivered the same day.

Rather than outsourcing these services to third-party production agencies, ICC Sydney is internalizing creative capabilities. The move allows the venue to capture additional production revenue while embedding itself more deeply in event strategy and content planning.

A Growing Industry Trend

ICC Sydney is not alone. Convention centers are increasingly investing in in-house studios and broadcast capabilities to support hybrid meetings and extend the life of event content. 

Huntington Place in Detroit, for example, has built a dedicated in-house broadcast studio with a control room, HD production tools, and green-screen capabilities to deliver turnkey virtual and hybrid events.

Meanwhile, Fort Worth Convention Center has invested in a portable ‘studio-in-a-box’ system that can transform exhibit floors or meeting rooms into pop-up broadcast spaces.

In Washington, D.C., the Walter E. Washington Convention Center developed Studio 801, a large-scale, broadcast-quality production space designed for hybrid events.

New York City’s Javits Center added a state-of-the-art broadcast studio as part of its $1.5 billion expansion, positioning the venue as a content hub.

Marina Bay Sands in Singapore has a hologram-ready broadcast studio to support advanced hybrid and livestreamed meetings.