EA7 & Luxottica

How do you show what EA7 stands for, performance, style, adrenaline, inside just a few square meters of floor space and make customers test the new Winter Season Eyewear products? Luxottica asked us to transform a simple booth into a brand world that people could actually feel. Instead of lining up products on shelves, we built an immersive cube: a space where sound, movies and movement could bring visitors in the EA7 universe and turn a product try-on into an immersive journey.

The experience took place into an 5x5m pop-up cube installation; inside it, a large LED-wall featured OOVIE Studios' interactive AI Movie, whose plot could be changed by the audience interaction.

The visitors could stand in front of the LED-wall and decide which ride to take, either climbing down a mountain riding a bike or skiing. By interacting with the movie, the audience was able to decide which path to take during the ride, creating always unique storyline