ABOUT

Have you ever walked inside a video? I'm so pleased to announce the opening of an experiential design project I've been working on for the last 18 months with Dalziel & Pow design consultancy- a 360 degree immersive Architectural Media Installation for the Primark Madrid flagship store. The project uses 11 transparent screens across 4 floors to create Architectural Narrative as a mesmerising spiral of linked content appearing to happen live in-store. Customers can walk alongside catwalk models and kids in-store can play hide & seek with kids in the brand films. The strategy was to 'spatialise the image' using the architecture as a moving image canvas- creating a narrative of how the campaign models and graphics move throughout the space. It was a great collaboration across several talented teams of interior designers, graphic designers, motion graphic designers, film production teams, sound designers, architects and A/V technologists to create an innovative digital feature. My role was Creative Lead- working on overall project concept and strategy from initial content creative direction to physical design and technology research, creative direction for bespoke brand film production as well as design project leadership for the overall project scope including timeline and budget. It was a great team effort on an exciting, epic project! Congrats on another landmark project d&p!