Tiffany & Co: Fifth & 57th

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.

Using the iconic Tiffany & Co boxes, we created a fully projection mapped immersive environment, wrapping audiences in footage shot around the famous store on Fifth Avenue, NYC. We shot all the footage for this on-street in New York.

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 long mapped environment – comprises a mix of location footage combined with 2D and 3D animation. The whole show ran on Mesmer’s Catalyst, QLab and lighting control systems.

Client:
Mission

Location:
The Old Selfridges Hotel, London, 2015

Services:
Video & Projection Design
Technical Consultancy
Content Creation
Equipment Hire

Team:
Video Designer: Dick Straker
Technical Consultant: John O’Connell
Systems Designer: Salvador Bettencourt Ávila
Content Designer: Ian William Galloway
Animator: Daniel Denton
Animator: Pete Wallace
Lighting: Hugo Beaver
Sound: Lucy Baker

Photos:
© Mesmer / Mission