We made sure the launch of Lancôme’s new scent, Idôle, was the star of the show at the QEII Centre in London.

BRIEF

French luxury perfume and cosmetics giant, Lancôme planned to unveil its new fragrance at a special launch for staff from around Europe. The event was to be central to a much wider company three-day conference, and Lancôme, part of the L’Oréal empire, wanted something special to mark the occasion.

Motion Mapping was approached to create an idea that would give a WOW factor to the staging for the launch of the Idôle scent, the star of the show, at the QEII Centre in London.

CONCEPT

We wanted something eye-catching and memorable so we made a nine-foot-tall, 3D replica of the new fragrance. We vinyl-wrapped the top but left the rest of it bare, to make the perfect canvas for projection mapping.

Across the day we projected stunning imagery and video on to the bottle to accompany the conference agenda. Then, when it was time to unveil the new perfume, we transformed the giant bottle to become the new star of Lancôme’s collection.

WOW MOMENT

At first, delegates assumed our bottle was simply a clever screen backdrop for presentations. For example, it changed colour to match a new lipstick. But the bottle really ‘came to life’ the moment Idôle was unveiled. And the impact was awesome. We created a launch video that we projected on to the bottle shape, creating dramatic 3D visual effects, and ending with the static bottle branding.

We used the bottle for various parts of the day’s activities, including pointing a camera to film the audience celebrating the perfume launch and having those images projected back onto the bottle in real-time. Guests quickly became enthralled in the new product, a brilliant way to make it memorable.

Lancome Paris logo

"Motion Mapping delivered striking projection mapping which produced exactly the WOW factor we required."

Lancôme
Projection mapped 9ft tall Lancome Idole perfume bottle
Perfume Launch with projection mapping for Lancome Idole

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