The Hippodrome Digital Experience
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The Challenge
The Hippodrome, London’s iconic entertainment venue, had plans to elevate its visitor experience by leveraging the potential of its LED stretch digital canvas. The challenge was to create captivating digital content that would create a real wow-factor, while blending in seamlessly with its surroundings to immerse guests in a novel digital experience. We were delighted to be the chosen agency for crafting visually stunning and conceptually rich content for The Hippodrome LED display.
“Working with such an iconic brand and it’s iconic London building gave us so much to play with.”
Our Approach
When piecing together the creative concepts for the project, we had a very multifaceted approach. We knew we wanted to incorporate the brand's iconic elements with the historical nuances of the venue. The team strategised and produced various digital content campaigns, each uniquely designed to captivate and engage the audience.
“Every campaign celebrates something - whether it’s Chinese culture, London or the entertainment venue itself.”
The Detail
> Lucky Oriental
This animation celebrated the enchanting world of China Town behind the Hippodrome. The content seamlessly transforms from solid aesthetic to a majestic dragon, breaking the boundaries of the screen. The incorporation of golds and reds pay homage to Chinese culture, symbolising luck, joy, and happiness. The campaign concludes with iconic symbols of luck and fortune, creating a mesmerising visual journey.
> London Landscape
The campaign begins with a 3D cityscape of London, creatively using the LED's shape and configuration. The space fills with casino-related objects, symbolising the vibrant spirit of the city and The Hippodrome. The Hippodrome's 'Horse and Carriage' takes centre stage, rotating dynamically in the bustling urban wonderland. This piece showcased the Hippodrome as a true icon in London's entertainment scene.
> Hippodrome Brand Experience
This concept celebrates the allure and grandeur of the Hippodrome, weaving together elements of theatre and casino. The sequence opens with a grand, Broadway-style lettered-light reveal of the "Hippodrome" name. The lettering then breaks apart to unveil a spectacle of casino objects, creating a mesmerising kaleidoscope effect. Inspired by the glamour of the West End and the thrill of the casino, this campaign sets the stage for a true celebration of the Hippodrome experience.
> Atmospheric Content
Aquatic Scene: An immersive marine fish tank scene designed to the size of the LED, featuring the Hippodrome logo and casino elements as tank ornaments. Vibrant fish, aesthetic bubbles, and relaxing water movements creates a serene atmosphere.
Kaleidoscope Scene: An ambient scene comprised of soft-moving lights, merging into a fully immersive kaleidoscope. The constantly changing fragments of light craft a captivating yet relaxing atmosphere.
The Result
The collaboration between VISUALAB Media and The Hippodrome resulted in a transformative digital experience. The LED stretch digital canvas has become a dynamic storytelling platform, seamlessly blending brand identity and a celebration of the entertainment venue itself. The campaigns, with their visually stunning and conceptually rich content, succeeded in immersing guests into a world where reality and illusion collide.