← Selected workProjection content / 3D motion design

Rolls-Royce Beijing

A moving visual veil held the Rolls-Royce boutique interior out of view before its opening on Jinbao Street. Refractiv developed the visual concept and procedural 3D content for the storefront projection, commissioned by Jack Morton.

Rolls-Royce Ghost beside the illuminated RR monogram inside the Jinbao Street boutique

Project details

Year: 2021
End client: Rolls-Royce China
Commissioner and lead agency: Jack Morton
Location: Jinbao Street, Beijing
Surface: Architectural storefront projection
Content: Fixed sequence produced through procedural 3D methods
Refractiv role: Visual concept, 3D motion design and projection content production

Storyboard frame of projected line forms across the three boutique windows on Jinbao Street — Storyboard: projected content holds the frontage.

Storyboard frame of dark kabuki drops falling away from the boutique windows — Storyboard: the kabuki drop opens the windows.

Holding the moment before the reveal

The frontage had two jobs: conceal the boutique until the ceremony and give the street a glimpse of its character. The content needed a measured pace, with enough movement to hold attention while preserving anticipation.

Refractiv composed 3D forms and motion fields around that interval. Their gradual changes made the frontage a continuous visual surface leading towards the timed reveal.

Projected forms across the Rolls-Royce boutique storefront

Procedural work, composed as a sequence

Procedural methods shaped the forms and their movement during production. The delivered content was a fixed sequence, giving the opening a defined visual progression and ending.

Refractiv’s commission covered the visual concept and projection content. Jack Morton led the wider project and installation delivery.