MCM x Christopher Raeburn

360° Weather installation for London Collections Men


Commissioned by travel luxury brand MCM for their Spring-Summer 17 capsule collection with Christopher Ræburn, Universal Everything designed an immersive presentation streamed worldwide to an audience of 40 million


The multi-sensory immersive installation was created through the unique combination of radial architecture, large scale video, atmospheric lighting design and using the inventive screen format hologauze, a super-fine projection material that creates a holographic illusion. A driving soundtrack was created in collaboration with electronic duo, Raime


The Made To Move capsule is designed as a trans-seasonal, unisex collection for the global nomad to mix and match


The 9-minute 8K video immerses models and attendees in an uplifting journey through pop-digital weather systems. Inspired by the organic behaviours in nature and powered by mathematics, the video presents abstract graphic rain, clouds and wind as it traverses the varied terrain of the global nomad


Creative Directors: Mike Hughes, Matt Pyke
Animation Direction: Chris Perry, Maxim Zhestkov
Animation: Glassworks
Lighting and Stage Design: Chris DavenportChristopher Pearson
Audio Soundtrack: RAIME
Audio Supervision and Venue Mix: Simon Pyke / Freefarm
Choreography: Supple Nam
Executive Producer: Norra Abdul-Rahim
Senior Producer: Greg Povey
Show Producer: Ulla Winkler / Action Time Vision

Photography and video footage by James Medcraft

Commissioned by MCM