UK – The Flash Pack creates immersive 3D experience for H&M at Field Day
H&M appointed The Flash Pack to create an immersive art, music and 3D photographic experience for this year’s Field Day. The interactive experience – called The Electric Jungle – was open on both days of the London festival (11-12th June).
The activation incorporated bold patterns, striking art features and a light installation with subtle H&M/Field Day branding. The experience has been created to encourage exploration, interaction and sharable content, not only generated from The Flash Pack’s 3D camera rig, but from every facet of the innovative experience.
The installation was design led and visually distinctive – with street artist and beatboxer Harry Yeff AKA Reeps One, commissioned to create the interior’s graphic pattern and curate the soundtrack for the experience.
The focal point of the space was the styled 3D photo experience. Once the festival goer’s photoshoot was complete, they were led to a social upload area, which enabled quick and easy sharing from 27 inch touch screens.
Tyson Benton, the creative director of The Flash Pack says: “H&M is a longstanding client and we are worked directly with them to create the whole experience. The interior was a canopy of foliage echoing the colours and botanical patterns featured in H&M’s Spring/Summer 2016 Divided Collection”.
H&M, Reeps One and The Flash Pack released a series of short videos in the run up to Field Day and a feature length video documenting the whole project will be published afterwards.