Australia’s brand activation industry isn’t just evolving, it’s thriving. For more than 20 years, this space has delivered some of the world’s most creative, memorable, and high-impact experiences. Since the term “brand activations” was coined in the late 90’s by marketing agencies around the world, Australian agencies and brands have been at the forefront, many would argue we’re now at the top of our game.

While modular building solutions already exist, today’s landscape demands more choice, greater flexibility, and above all, a fresh perspective on cost and delivery. Budgets aren’t growing, expectations are. The industry is asking for partners who understand how to deliver at scale, without inflating costs at every step.

Groblox was built to meet that demand. Offering premium, high-impact modular infrastructure backed by two decades of modular construction expertise, with a lean, in-house model designed to streamline the process from concept to execution.

“We didn’t just build Groblox to compete in the market, we built it because our experience told us there was a better way to do things,” says Stephen Grove, Founder of Grove Group. “We asked brands, agencies and rights holders what they needed, and we developed Groblox to be exactly that.”

What the Industry Asked For, and How Groblox Delivered

Groblox didn’t start with the product, it started with the problems. Asking agencies, brands, and rights holders “what’s not working?”, what was heard shaped the product and delivery model.

From a design point of view, the industry said they missed the height and openness of traditional marquees. So, every Groblox is designed with a full 3.0m internal ceiling height, the tallest available in the modular event space. It brings back the openness of the traditional events space that clients and consumers prefer.

The industry were also frustrated by the limitations of modular units, especially when it came to creating large, open spaces. While the standard Single Block format is ideal for transport, fitting neatly within conventional freight dimensions, when scaling up, its compact footprint requires vertical supports that can restrict internal layouts. So, Groblox engineered our double block to be stand alone. The result, a fully engineered 6m x 6m open-span structure that can stand alone or connect seamlessly with other Double or Single Blocks. It’s a first of its kind in the Australian market that can stand alone, requiring significant structural innovation to deliver true open space without compromising on stability or scalability. For design, this means more creative freedom, cleaner sightlines, and flexible interiors that don’t have to work around as many columns.

The industry also told us fit outs were becoming prohibitively expensive. So, we have developed a range of clever, reusable fit-out solutions that make it easier for brands to look sharp, without blowing the budget every time.

But the the most consistent and urgent feedback was; The industry needs a better pricing model. So that is where Groblox focused its energy.

Unlike traditional suppliers who subcontract many elements with margin at every turn, Groblox is vertically integrated. Owning the transport, the cranes, the state-based facilities, and the workforce, from designers and fabricators to installers and engineers. That means no double-ups, no waiting on third parties, and no surprise mark-ups. It’s how Groblox control cost, speed, and quality, and how we deliver at a competitive price point.

“We’re not here to reinvent the wheel, we’re here to make it roll smoother,” says Jayden Grove, CEO of Groblox. “Groblox was designed with real industry feedback at its core. It’s about making events and activations more efficient, without the usual obstacles.”

By entering the Australian market, Groblox is giving brands, agencies, and rights holders a genuine alternative that is purpose-built to solve industry challenges. It’s about giving clients choice. “Competition is healthy for any industry,” adds Stephen. “It drives innovation, keeps everyone sharp, and ultimately ensures the end user gets the best possible solutions at the most competitive pricing. That’s good for brands, good for agencies, and good for the industry as a whole.”

Launch Range and Future Innovation

Groblox launched with a comprehensive range of 35+ modular components, providing the flexibility and functionality needed to bring even the most ambitious architectural concepts to life. With production now in full swing, Grove factories are working to maintain strong stock levels across the entire range, ensuring Groblox stays ahead of seasonal demand and ready to deliver at scale. Manufacturing will continue throughout the year in preparation for the busy spring and summer event seasons.

From a creative standpoint, these 35 components offer near-limitless potential for designers to deliver bold, immersive brand experiences. But Groblox are not stopping there.

“This is just the beginning,” says Jayden Grove. “We’re already deep into R&D, developing entirely new products the market hasn’t seen before, as well as solving some of the more practical challenges that have long been overlooked in the events space.”

Future additions will expand both the creative and operational capabilities of the Groblox system, from innovative structural formats to practical infrastructure that makes event delivery more efficient on the ground.

The Strength of Grove Group, Speed, Scale, and Proven Execution

Groblox is 100% Australian owned, operated and backed by the full weight of the Grove Group, a company that has been delivering countless large-scale modular projects across Australia for two decades. With a workforce of 300+ engineers, designers, fabricators, trades and logistics specialists, and facilities across the country, Grove Group has a track record of executing complex projects with speed and efficiency.

One key example is the Centre for National Resilience, a Federal Government quarantine facility that Grove Group designed and built within 12 weeks. Shortly after, Grove Group was engaged for a second major facility in Western Australia. This proven ability to deliver high-quality modular solutions under tight deadlines is the same expertise that now powers Groblox. This is just one example of the many, hospitals, schools, accommodations and developments, The Grove Group have delivered for both the Public and Private sectors.

Beyond modular construction, Grove Group’s reach extends across a diverse portfolio of businesses. Grove Development focuses on property and infrastructure projects, while Grove Investment Group manages strategic capital and assets. Grove Hire provides equipment and temporary infrastructure solutions, and Grove Aust powers much of the manufacturing and modular innovation across the group. Even in the world of motorsport, Grove Motorsport competes at an international level, reflecting the same drive, discipline, and pursuit of excellence found across all Grove operations.

Together, these businesses form a powerful ecosystem of design, build, investment, and innovation, with Groblox positioned at the intersection, bringing world-class modular thinking into the live events and brand experience space.

“As part of the Grove Group, we have the scale, experience, and capability to execute at the highest level,” adds Stephen. “With Groblox, brands can activate with confidence, knowing they’re working with a team that delivers quality on time, every time.”

Groblox Hits the Ground Running

Since launching late last year, Groblox has been embraced by some of the country’s leading agencies, brands, and rights holders, and the response has been astounding.

“We really did hit the ground running,” says Jayden. “Our first event was the Australian Open, one of the highest-quality events in Australia, if not the world. From there, it was straight into LIV Golf, Sydney Gay and Lesbian Mardi Gras, the Australian Turf Club, and now the Australian Grand Prix, what a line up.

“But we know we’re just one part of a much bigger machine. This industry is built on collaboration, and we’re incredibly grateful to the agencies, brands, builders, rights holders and event partners who trusted us from day one,” he continues. “Getting those first runs on the board is never easy, but the industry welcomed us with open arms, and for that, we say thank you.”

Launch Events;

• Australian Open – Haier
• Australian Open – Waterdrop
• Sydney Gay and Lesbian Mardi Gras – Mecca Max
• LIV Golf – LIV Golf
• Australian Turf Club – Asahi Super Dry
• Australian Grand Prix – Mecca Max
• Australian Grand Prix – West Gate Tunnel

With strong foundations laid and momentum building, the team at Groblox is looking firmly ahead.

“We’re just getting started,” adds Jayden. “Australia is home to some of the most iconic events and world-class agencies. We’re genuinely excited about what lies ahead, the innovation in the roadmap and creating standout experiences together.”

Want to See Groblox in Action?

For media inquiries or to arrange a consultation, contact us at info@groblox.au