United Kingdom

2020

ROLLS-ROYCE: SPIRIT OF ECSTACY

Entrant Company

Holition

Category

Experiential & Immersive

Client's Name

Rolls-Royce

Sub-Category

Exhibition Experiences (NEW)

London-based creative innovation studio, Holition, developed a series of immersive video installations to augment the luxury automotive company, ROLLS-ROYCE’s, global launch of the revamped global visual identity, alongside new store designs, kicking-off in both Shanghai and Seoul. The main aim of the collaboration with Rolls-Royce was to introduce their new global brand identity in a manner that would challenge the luxury automotive stereotype instead drawing out the vibrancy and eccentricity of the Rolls-Royce story through a dynamic and immersive experience where art and luxury vehicles collide. Finally, this collaboration also aimed to increase foot-fall in Rolls-Royce’s new showrooms in Asia, through captivating in-store window displays. Creating a heightened experience that would capture all of these goals and bring the vision to life, also meant facing the challenge of producing something tangible, yet captured in a surreal, other worldly perspective. To address this, we formed an artistic narrative - a vibrant and expressive ‘microworld’ of colour and movement painted by the ‘Spirit of Ecstacy’ herself – a playful realm where the normal laws of nature and gravity cease to exist and where heritage, quality and precision can be communicated using artistic narratives rather than numbers, facts and figures. Holition’s immersive video installations helped capture the true spirit of Rolls-Royce - transporting its customers and global network of dealers alike into a world of inspiration, a “realm beyond all others.” Ultimately, the film sequences that we created centered around the iconic emblem of Rolls-Royce, celebrated and embodied the Spirit of Ecstasy by blazing a trail and breaking the boundaries to visualise the artistry, craftsmanship, heritage, and vision behind Rolls-Royce. The sheer uniqueness and beauty of this project was subsequently rolled out to new stores in Asia, and was brought back to Goodwood in England, the home of Rolls-Royce, towering over their stand at the 2019 Goodwood Festival of Speed - one of the largest motor sporting events in the world.

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