DIOR X STARCK
SALONE DEL MOBILE 2023
At Dior's renewed invitation, Philippe Starck continues to reinvent the iconic Medaillon chair. For the Salone del Mobile, they unveiled a new collection of furniture, the most comprehensive ever created for the house.
To bring this ambitious creation to life, we collaborated with them to craft a poetic and immersive experience on a massive, circular 150m² LED screen. The result is a captivating film showcasing the genesis of the iconic Medallion chair by Starck, elevated by a choreography featuring dozens of real chairs and a soundtrack by Soundwalk Collective.
INSIGHT
The primary goal of the project was to create a unique and iconic immersive experience for the guests at the Salone del Mobile 2023 in Milan. The film we produced had to dialogue seamlessly with the real-time choreography of the chairs and the existing soundtrack, offering a calm and contemplative experience that showcased the purity of the chair’s silhouette and its technological advancements.
Our studio played a key role in bringing this vision to life, working closely with Dior to demonstrate their refined taste in crafting exceptional experiences and pushing the boundaries of innovation.
CHALLENGES
At this scale, we faced many challenges. One of the biggest was managing the pace of movement and editing, given the size of the screen. We had to invent new ways to review the film during production, knowing it would be displayed on a massive circular screen.
We also needed to quickly adapt to the chair choreography and account for the technical specifics of the LED screen.
Throughout the process, it was essential to maintain our creative vision while finding common ground between Dior and Starck's teams.
SOLUTIONS
We conducted extensive research and development in-house to find the best way to convey the materiality of the chair and its craftsmanship. Philippe Starck is known for his humor, so we incorporated exaggerated chair assemblies and playful movements to reflect his unique style.
To achieve the high level of visual fidelity required, we upgraded our rendering capabilities, delivering 10K resolution renders for this 3-minute film. The dialogue with Dior's team was consistently constructive and fluid, allowing us to fully realize this unique project.
We also accompanied the Dior team to Milan to make final adjustments on the real screen and address any last-minute technical issues. The entire experience was extremely well received, with the launch praised by both the public and Dior, marking a huge success for everyone involved.
