Adam Wilson | 19.09.2017
Working window wonders at Selfridges
'Love thy neighbour. Bestow upon them a kick-ass creative window at London's top department store.'
Ok, that's not strictly scripture, but Sennheiser are literally our neighbours - we can wave at each other from our respective meeting rooms across the car park.
And when we were asked to help provide a creative solution to an exciting project in Selfridges, we jumped at the chance.
As part of a campaign linked to Selfridges' Music Matters live events which seek to amplify the "Transformative Power of Music", Sennheiser had the enviable opportunity to take over 'Window 10' - the right-hand space directly next to the front doors of the world-famous retail giant.
Timings however, were toight like a toiger.
(That's an Austin Powers Goldmember reference, just in case...)
Following being given just 24hrs to produce ideas to go in front of Selfridges for approval, the chosen concept was certainly the most challenging one to potentially deliver for the live date and within an equally tight budget.
The idea was to produce an anamorphic sculpture of sorts, constructed out of musical paraphernalia and of couse, Sennheiser products. Viewed from various angles as people strolled down Oxford Street, it would appear to be a floating collection of random items, yet as you move to a front-on position, everything magically merges together to form a giant set of headphones!
At least, that was the idea. How we'd actually go about creating it, now that was the next hurdle we'd have to bound over!
As we would only have a single night to install the window - including allowing time for laying new walls and floor - it was critical that we created and tested the build beforehand. And, of course, knowing how we could easily deconstruct and rebuild on the night.
Especially as we would be also be creating this purely by eye (normally, a level of 3D mapping and creation is needed to deliver this effect).
Trying to recreate a 3m high ceiling and how we actually hang the items were just two of the initial challenges we faced! But with bags of enthusiasm, hard graft, lateral thinking and creative imagination, it all started to take shape.
As you can see above, Rod Kavanagh, BWP's hands-on Creative Director, was giving Nick Knowles a run for his money...
Once we were happy with the core structure and deconstructed it carefully, we loaded the van and awaited our 11.45pm slot to start the build for real.
After a long night that needed every last minute before our 8am completion deadline, the final headphone was hung and our job was done.
Here's a timelapse of the install and final look at how the anamorphic effect worked:
Check out the original concept presented to client and the final execution as a comparison here - simply slide the marker back and forward to reveal the two images: