SXS Support Launch of Tom Ford Covent Garden
As part of the international expansion of the Tom Ford Beauty stores, a new store was to open in prestigious Covent garden.
For the launch of this event the Tom Ford Beauty team wanted to create something visually spectacular for a program of VIP, press and industry events throughout the week. The construction was to be a reflection and interpretation of the inside of the store. To achieve this SXS were appointed as technical-design, fabrication, construction and events partner.
The design featured thin frames that emitted light in a consistent fashion to create a range of scenes of concentric light frames. The SXS team had to investigate and develop entirely new lighting, rigging and structure methods to achieve the desired effect. As the method was new and untested the team utilised the SXS pre-build studio to mock up the structure in advance.
In addition to the illuminated frame system a nebulising scent machine was provided to emit the scent of the new Tom Ford fragrance. Working with internationally-acclaimed perfumers a dilution method was created that maintained the structure and integrity of the scent yet emitted it outdoors into a larger area.
The construction achieved extensive social media interest and received excellent online coverage.