Associated WeaversA fresh take on a
conservative world

Deliverables

Concepts  |  4 Storytelling BlackBox Experiences  |  High-end Film  |  Photography  |  Décor  |  Virtual Reality  |  Digital Compositing  |  Stereoscopic 3D  |  Graphic Design

New York TV and Films Awards

Gold Award Production Design/Art Direction, Gold Award Cinematography and Silver Award Sales for Vivendi  |  Silver Award Inovation and Bronze Award Business Theater for Domotex 2018 – One Step Ahead

How do you stay one step ahead of the competition? Over the last 4 years, Norvell Jefferson has repeatedly created ground-breaking event experiences for the Associated Weavers Domotex booth. This year, 2018, we wanted to truly immerse visitors in the worlds we had created. We did this by letting them partake in the stories of the collections of AW. We created 4 BlackBox experiences, where our audience stepped right onto the set of our brand worlds. This made it an experience to remember. For the people who did not get the chance to visit the booth, we created a VR experience to relive the moment!

The Event/Making of

Watch this film to discover the AW Domotex 2018 experiences and to get a sneak peek of what went into creating them.

“Four complete experiences within one booth! That's going to be a hard one to beat. It's like moving through different worlds.”

Vivendi

Cupcakes flying through the air, wine spilling on the carpet and a very strict grandmother. These were the ingredients for our tea party gone awry in slow motion. For the easy-to-clean Vivendi collection we created an explosive film with some tense moments. The BlackBox experience allowed you to quite literally step into the Vivendi dining room and enjoy the macaroons and champagne alongside the Vivendi family. Without the stress of making a mess!

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“This was a new way of approaching our content. Instead of just showing it on a screen we really recreated the environment in textures, smells and taste for the people to experience.”

Sensualité

Following the trends of today AW created a new Velvet collection under their luxurious Sensualité brand. Inspired by the godesses and muses of the ancient world, we embodied these ranges in mythical, strong women: The Velvet muses. But photography wasn't enough to bring these symbols to life. We created moving portraits to be used in the BlackBox as digital paintings. Stepping into the Velvet BlackBox meant travelling to a mythical world where the lifestyles and muses came together.

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“The velvet muses are a definite eye-catcher for anyone browsing a store.”

Cycle of Growth

All the concepts of AW are connected inside the Cycle of Growth. This is a strategy that Norvell Jefferson developed last year. This year we took our audience aboard the AW Enterprise and flew them across the galaxy to see how other people in the field are positively affected by the Cycle of Growth. A real spaceship with a 3D projection created an experience that left an impression!

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“Customers should always feel like AW is working with them towards a goal. The Cycle Of Growth gave a thrilling tour showing how AW is already developing this strategy throughout Europe.”

Virtual Reality Blackboxes

Most of the time, booth experiences are only available at the event itself. Which is a pity. This year we created VR Experiences for all the BlackBoxes. This has made it possible for AW to allow other clients and prospects to relive the experience and have their story reach further than Domotex 2018!

How did we do it?

Here is a sneak peek of how our team brought these concepts to life through film, CGI, high fashion styling and intricate production design.

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