Rolls-Royce Beijing

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. The projection surface held attention and preserved anticipation while the interior stayed concealed, then resolved into a timed reveal at the opening. The content was designed to match the Rolls-Royce brand language and the timing of the reveal.

Credits

Refractiv
Visual experience concept, 3D motion design, and projection mapping content development.

Jack Morton
Lead agency.