Tom Ford Beauty needed a partner to bring its vision for METALLIQUE to life at SEPHORiA 2019. TAIT was called upon to create a luxurious yet sustainable experience for the unveiling of the new fragrance.
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We crafted a captivating space that epitomized the sleek aesthetic of Tom Ford Beauty. Huge LED screens displayed engaging visuals, inviting visitors into the world of METALLIQUE. The centerpiece was a towering 10-foot replica of the METALLIQUE bottle, designed to capture the power and sophistication of the new fragrance and large enough for guests to explore inside.
Inside the bottle, visitors were immersed in a video feature that triggered a scent dispersion system, enveloping them in the delicate floral and woodland notes of METALLIQUE. This multi-camera video system captured the moment of surprise and generated a personalized 10-second shareable social video clip that transformed the user’s feed into liquid metal, adding music and branding.
The activation was designed to be reused, aligning with Tom Ford's commitment to environmental responsibility. By using sustainable materials and reusing multiple elements, we helped divert 2.5 tons of waste from landfill and offset 2.93 metric tons of CO2.The 10-foot METALLIQUE bottle was reused at three separate events.
The Tom Ford Beauty activation at SEPHORiA 2019 was a resounding success. The immersive experience captivated audiences and generated powerful social media that extended its reach well beyond its geographical boundaries.
