Les 22, 23 et 24 novembre, la marque suédoise H&M a utilisée la projections en 3D pour l’inauguration de son nouveau magasin à Amsterdam. Cette création a été réalisée par l’agence Muse Amsterdam et a été produite par Mr Beam, MickyDidIt et BeamSystems.
On 22, 23 & 24 November 2010, H&M brought their flagship store in Amsterdam to live with a 3D projection mapping on the historic building. For over 3 minutes, guests and a gathered crowd enjoyed a surreal fairytale of light and magical effects. A red ribbon, wrapped around the building, untangles and transformed the building into a colorful dollhouse where nothing is what it seems. An old fashioned music box pops opens up and music notes floated out that lights up rooms. A big eye peers inside the dollhouse setting of a climax. Layers of silk, wool and jeans fabric are peeled away of revealing the flagship store. The red ribbon reties itself and is met with a large cheering crowd.
Credits:
Bureau: Muse Amsterdam
Concept: Sander Ejlenberg, Liat Azulay
Art-director: Philia Beroud
Designer: Elano Collaco
Account: Julien Rappy, Michael Littaur
Project management: Wouter Donkers, Machiel van der Heijden
Production: Mickey did it,Mr. Beam, Beamsystems and Jan Scholte
