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Brief Published: 23 Mar 2012

Dunhill’s London-Shanghai Extravaganza


Transporting its British heritage to Shanghai in spectacularly modern style, luxury menswear brand Dunhill presented its most recent collection to 1,000 guests at a dramatic multi-sensory event titled Trafalgar on March 16 2012.

Tapping into the bulging market for luxury goods in China, the brand collaborated with augmented reality specialists Holition and creative agency Holler (both London-based) to recreate London’s Trafalgar Square within a giant snow globe structure – housing no less than 64 Asian models. Using a single CGI sequence of holographic projections, Dunhill condensed the four seasons into one day, with spring as dawn, summer as noon, autumn as dusk, and winter as night. Engulfing the models, the dramatic visual sequence created a seamless fusion between physical and digital forms.

This visual extravaganza was accompanied by a musical score, which included compositions by British composer Vaughan Williams, Chinese composer Tan Dun, and Icelandic band Sigur Rós. Performed by British violinist Charlie Siem, accompanied by a nine-piece Chinese orchestra, the score was clearly designed to highlight an important fusion of the two cultures.

Introducing yet another sense into the mix, Dunhill also infused the space with a bespoke fragrance, designed by international fragrance house Firmenich, to replicate the natural scent created after it rains.

See Stylus’ Dunhill profile for further analysis of the brand’s strategic use of heritage, as well as Catwalk Show Spaces A/W 2012-13 for more examples of dramatic fashion spaces.


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