To celebrate the opening of the new Tiffany boutique in Selfridges London, Tiffany presented the interactive installation “Fifth & 57th.” Constructed from hundreds of white boxes, the avenue mirrors famous New York buildings, complete with side streets and hidden features. At the end of the avenue a virtual sun perpetually sets, casting an ethereal glow over the space, complemented by the sounds of the city.

As well as the projection-mapped environment, the installation includes a ‘digital storefront’ where guests can view the iconic Tiffany window displays created by Gene Moore. Paying homage to Tiffany’s history as the inventor of the New York Minute, a screening room broadcasts a montage of time-themed films.

Mesmer provided projection design, filming, content creation, lighting design, sound design and equipment hire, for this installation. The main feature – a 30m mapped environment – comprises a mix of live footage shot on-location on Fifth Avenue with 2D and 3D animation. The 12 minute looping sequence runs on Mesmer’s Catalyst, QLab and Hog lighting control systems.