MCM x Christopher Raeburn
360° weather installation for London Collections Men
Commissioned by luxury travel brand MCM for their spring-summer 17 capsule collection with Christopher Ræburn, Universal Everything designed a 360° immersive installation that was streamed worldwide to an audience of 40 million.
The multi-sensory installation was created through the unique combination of radial architecture, large-scale CGI video, atmospheric lighting design and the inventive screen format hologauze – a super-fine projection material that creates a holographic illusion.
MCM x Christopher Ræburn’s Made to Move is a trans-seasonal, unisex fashion collection for the “global nomad”. Universal Everything’s 9-minute 8K video immerses models and attendees in an uplifting journey through pop-digital weather systems. Inspired by 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 modern traveller.
A driving soundtrack was created in collaboration with electronic duo Raime.
Creative Directors: Mike Hughes, Matt Pyke
Animation Direction: Chris Perry, Maxim Zhestkov
Lighting and Stage Design: Chris Davenport, Christopher 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
‘Universal Everything turns a fashion show into a holographic installation that raises the bar for the term “atmosphere.”’ – Francesca Capossela, Creators
Available for licensing, screenings and exhibitions