Stella McCartney approached onedotzero to create a shoe launch and a lighting takeover of their flag-ship London store in Old Bond Street to coincide with the launch of the Stella Stan Smith trainer - a new shoe made using completely vegan materials with bright rainbow laces.
The brief was to create a key moment in the members non members space that would intrigue, engage and completely immerse customers in the Stella Stan Smith icons and branding. In response, onedotzero designed and built a bespoke mirrored infinity room with mirrored walls, flooring and a flexible projection screen which responded to touch.
onedotzero worked with an incredible international team to collaborate, develop, draw and animate the interactive moments in the launch based around three key Stan Smith product messages - galloping horses representing the use of animal free glue, a colourful rain shower reflecting the reduced water use in the shoe production and dancing cows to emphasise the vegan credentials.
When entering the room the customers were immersed in a reflective rest-state filling the room with colourful Stella McCartney icons, rainbow laces chasing across the screen and three shimmering shoe boxes inviting to be touched. Once pressed an audio response would sound and the animation would be released from the box, reflecting around the space, forming a memorable, sharable brand moment.
To compliment the interactive element onedotzero created colourful lighting elements throughout the store to introduce touches of the rainbow branding and draw customers from the store entrance up to the top floor. Two gobos projected Stella McCartney and Stan Smith icons on the walkway on the outside of the store and LED multicoloured lighting was installed in shoe shelving and on to the trees in the first floor garden. Multicoloured, animated icons were also projected around the store and shown on screens as an eye-catching branded form of way-finding.
Visuals and assets utilised in London were also used simultaneously in Stella McCartney New York and Tokyo store as part of the vegan shoe launch.
In a short turnaround onedotzero produced a high end totally transformative experience and store takeover that was live for two weeks in December and extended for an extra week due to popular demand.