Dunhill Augmented Retail Theatre from @Holition
On 16th March 2012 in Shanghai, Alfred Dunhill hosted ‘Trafalgar’and recreated the architectural and elemental spirit of London, presenting the House’s collection on an exceptional scale in front of 1000 global guests.
As if in a giant snow globe, the British luxury men’s brand showcased the timeless elegance of the collection on 64 Asian models, standing on ‘Trafalgar Square’ in a simulation of all four seasons, composed over a single day.
A full year of weather condensed over one day– Spring was dawn, Summer noon, Autumn dusk and Winter was night – was created by one of the longest single CGI sequences ever made, the magic of holographic projection, mixing the physical with the unphysical.
Holition worked with Campaign Design, Musion and Absolute Post to create this breathtaking fashion experience.