Immersive Room
A BRAND EXPERIENCE
Experience fragrance like never before. Immerse yourself in the new Si fragrance by Georgio Armani.
The Challenge
10 years since it first appeared, Sì, the iconic Giorgio Armani feminine fragrance, now opened the door to a new chapter presenting a new bottle, a new intense scent, and a new campaign.
With a beautiful bottle as the focal point, our challenge was to bring it to life, conceptualising and creating an experience within which embodied the essence of the fragrance; immersive, inspiring and beautifully executed.
”Sì is the most powerful word. It is the choice to embrace the infinite possibilities of life and every facet of yourself.
Giorgio Armani
The Execution
Taking inspiration from the fragrances ingredients (blackcurrant, vanilla and rose), we created a dramatic 90 second immersive experience.
With a high resolution digital floor, storyboard and creation of a unique piece of 3D CGI content, embellished with physical hanging roses, vanilla pods and programmed LED lights, immersive sound design and programmable illuminated Si logo, the experience provided a true immersion into the world of Si.
Our team of trained Armani Si hosts welcomed customers into the experience where they provided further details of the fragrance and handed out elegant scented ribbons infused with Armani Si as samples to take into the experience.
The experience was also the focal point of the VIP launch event visited by the Armani Si brand ambassadors, Cate Blanchett and Sadie Sink.
In a first, we created an infinity room with a difference; incorporating immersive digital technology with well known infinity room techniques.
Creating the 3D CGI content for the floor screen was an element unique to this campaign designed to create a real sense of being immersed within the fragrance; the final scene creating an infinite sea of the liquid with lights gently twinkling and fading to black.
The Outcome
Delighting thousands, this stunning immersive experience set a new benchmark for the creative use of infinity rooms.
Experienced by celebrities, influencers, fans and passers-by, the Armani Si immersive experience provided the perfect centre piece of this iconic launch with truly Global reach; the PR and content from which was shared to millions accumulating an impressive event reach of 50 Million unique impressions.
5000
Immersive Experiences
100000
Si Samples
50000000
Event Reach
