IMMERSIVE EXPERIENCE
Armani Sì
An immersive experience in London's Covent Garden
Services // IMMERSIVE
Brief
Sì, the iconic Giorgio Armani feminine fragrance, sought to unveil a new chapter, revealing a fresh bottle design, an intense new scent, and the kick-off of a compelling campaign through this special event.
Ambient WW, an award-winning experiential marketing agency in London, was tasked with producing the entire UK reveal event. They entrusted LuzidLab for the production of the audiovisual content for the immersive experience that took place inside of a large scale replica bottle placed on the location, beautifully crafted by Sculptivate.
Experience
Visitors were invited to step inside the bottle and embark on a journey to somewhere entirely unexpected, enveloped in a sensory overload of light, digital exploration, and sound – offering a fragrance experience like never before.
LuzidLab, in close collaboration with Ambient WW, infused a wealth of creativity into the development of the Armani Sì Immersive Bottle Experience. LuzidLab created 3D animations featuring the core ingredients that define the Si fragrance: Blackberries, Vanilla and Rose petals. The experience ends with a viceral 3D visualisation of the perfume entering the infinite room. Combined with Top notch sound design succeeded in creating a memorable experience for both the brand and the audience.
Credits
Agency
Ambient WW
Client
Armani
Installation build
Sculptivate
Animators
Mike van der Noordt, Guillermo Patiño, David Cremnitzer
Sound design
Arjen Jongeneel, Eve Horne
Statistics and Data
5000 immersive journeys
Distribution of 100,000 fragrance samples
Attendance of 600,000 visitors
Event reach of 50,000,000 individuals
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