ABOUT

THE BRIEF

Burberry approached The Flash Pack to create an unmanned experiential pop-up content moment to promote the new Lola Bag in their Taipei store.

We were asked to enrich the Burberry customer experience, increase dwell time in-store, collect email data and create a unique digital takeaway for customers to share on Instagram stories, reels and TikTok to generate digital reach.

CONCEPT

The Lola Studio. An in-store content studio experience to give the Burberry shopper a chance to star within their own Lola Bag campaign video.

The experience created video shorts with an aesthetic inspired by the iconic Lola Bag campaign video aesthetic.

Stepping into a seamless Lola Bag studio environment with concealed lighting and embedded cameras, customers touched a screen to begin their journey. They engaged with a carefully crafted and intuitive digital UX which directed them through the experience to deliver content with production values on a par with a high fashion studio shoot.

To garner the attention of the discerning Burberry customer the experience had to encapsulate the essence of the luxury fashion house. The installation was built to be an embodiment of a Burberry store. Designed to generate interest by enriching their in-store experience, we engaged customers, maintained their attention and increased dwell time. All the while delivering social engagement and amplifying reach of the Lola Bag campaign through the creation of highly shareable video content.

EXECUTION

Our Scope:
- Creative
- Content design
- Digital UX & UI design
- Lighting design
- Experiential studio space design

Technical Production
- Technical spec and provision of cameras and hardware
- Proprietary software stack as the backbone of the experience
- Custom software scripts programmed to automate content edits
- Technical drawings for fabrication
- User manual for unmanned installation
- Remote support

Tech, Development & Process:

Our aim was to create a studio environment delivering production values associated with campaign content, however, The Lola Studio was unmanned.

A highly technical solution was required. We combined a tactile set design with a suite of software scripts and edit automation tools and with an intuitive UX all powered by our proprietary software Airtime.

Making the cameras 'move' without moving them. We dissected the Lola Campaign video at The Flash Pack HQ. To recreate the flowing camera movements of the Lola campaign shoot we established that the installation had to feature more than one moving camera, capturing the subject from multiple angles. A challenge with no videographer in an unmanned studio.

To overcome this challenge we automated an editing effect called 'racking'. We shot the video from two fixed opposing camera positions at 4k and digitally zoomed in, moving the point of view inside the extended frame to simulate the effect of a moving camera. This was then programmed by our developer into a script, switching from camera to camera to give the effect of two free moving videographers. The final content edit was fully automated and rendered instantly for social sharing in seconds.

We created an intuitive digital UX to guide guests through every step of the experience. The UX even directed participants to look at different points at key moments while the cameras rolled, to ensure the output looked like it was crafted by a director.

In addition to the content and digital elements, the Burberry team’s ambition was to build the studio into a physical set that replicated their Lola Bag design. We consulted closely with their creative team to deliver their vision, designing the studio element, with integrated lighting design. We drafted technical drawings to enable the build team to fabricate the studio to exacting standards.

Our considered combination of an automated studio environment with the bespoke application of automated video effects created a unique wow moment for Burberry customers.

RESULTS

During 30 live days in August 2022, the pop-up activation captured and rendered 971 pieces of unique video content for customers to take away and share online.

Content was shared by guests and influencers to Tiktok, Instagram, Facebook and Weibo.

A successful activation, the Burberry team reported an increased footfall to their store, increased dwell time and customer satisfaction throughout the activation.

The Burberry team were so impressed with the build that they hosted a series of pop-up events where they invited press and influencers to their store to experience the Lola Studio for themselves. Following this, the content studio was mentioned in major publications such as Vogue and Popbee.