Rolls-Royce Beijing
The Rolls-Royce boutique on Jinbao Street in Beijing needed its interior concealed before the opening ceremony, with the storefront transformed into a visual reveal surface through projection and procedural 3D content. Commissioned by Jack Morton, Refractiv developed the visual concept and produced the projection content.
Project Details
Year:2021
End client:Rolls-Royce China
Commissioner and lead agency:Jack Morton
Location:Jinbao Street, Beijing
Media layer:Architectural storefront projection
Content format:Fixed sequence produced through procedural 3D methods
Refractiv role:Visual concept, 3D motion design and projection content production
Brief and storefront condition
The boutique interior had to remain concealed until the opening ceremony while still projecting a controlled luxury presence to the street. The visual layer needed to delay the reveal and carry the atmosphere of the space outward while staying aligned with the brand language.
Procedural 3D content
A procedural approach kept the storefront visually active without turning it into spectacle. Controlled motion fields and carefully paced 3D forms produced a restrained visual veil across the frontage, holding attention and preserving anticipation before resolving into a timed reveal at the opening.
Refractiv’s commission covered the visual concept and projection content. Jack Morton led the wider project and installation delivery.
Credits
Refractiv
Visual concept, 3D motion design and projection content production.
Jack Morton
Commissioning, lead agency and installation delivery.
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