IMMERSIVE BRAND ACTIVATION
Armani Sì
Creating an immersive fragrance launch in Covent Garden
Services // IMMERSIVE
Challenge
Giorgio Armani was launching a new chapter for Sì, their iconic feminine fragrance – with a fresh bottle design, an intense new scent, and a major campaign launch.
They needed an experiential activation that would create buzz, embody the essence of the fragrance, and give visitors an unforgettable brand moment in the heart of London.
Opportunity
We set out to transform a fragrance launch into a sensory journey, an immersive experience that translates scent into sight and sound.
The goal was to give visitors something they could feel, share, and remember, turning a product launch into a moment that captures the luxury and sophistication of the Armani brand.
The experience
Working with Ambient WW, an award-winning experiential agency, we created the audiovisual content for a large-scale immersive installation.
Sculptivate built a stunning replica Sì bottle in Covent Garden. Visitors stepped inside and entered another world – enveloped in light, animation, and sound that brought the fragrance’s story to life.
Bringing ingredients to life
We created 3D animations featuring the core ingredients that define Sì: blackberries, vanilla, and rose petals. Each ingredient was visualized in abstract, evocative ways – not literal representations, but sensory interpretations.
The experience culminated in a visceral 3D visualization of the perfume itself entering an infinite room, creating a moment of complete immersion.
Combined with sophisticated sound design by Arjen Jongeneel and Eve Horne, the experience succeeded in translating scent into a multi-sensory brand moment.
Team
Agency
Ambient WW
Client
Giorgio Armani
Physical installation
Sculptivate
Animation & visual content
Mike van der Noordt, Guillermo Patiño, David Cremnitzer (LuzidLab)
Sound design
Arjen Jongeneel, Eve Horne
Impact
The installation ran in Covent Garden, creating significant reach and engagement:
5,000 immersive journeys
inside the bottle
600,000 visitors
to the activation
100,000
fragrance samples distributed
50 million individuals
reached through the campaign
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