Sensorama
designed by Marc Wakefield
for Roger Vivier
The Brief
During Paris Fashion Week FW20-21 Roger Vivier presented Sensorama to their guests where, in a new world imagined by Creative Director Gherardo Felloni, Hôtel Vivier transitioned from the conceptual to the sensorial. The Hotel Vivier by Roger Vivier has 6 rooms dedicated to 5 senses + a 6th sense to be discovered at the event. The set design and the creative set up are an exploration of the senses by the vision of Gherardo, and the idea is to produce 6 Filters connected to each of the 5 senses + 1 to represent the look & feel of each room of the Hotel Vivier – linked to a QR Code available on the paper invite as well as the digital invite. 2 Weeks before the event the guests received the invite discovering the 5 filters via the QR code and started exploring the filter experience, while the 6th sense was released only on the day of the event.
All the celebrities and guests at the event played and interacted with the filters, sharing and posting it on IG with the goal to get viral. Aside from the rooms, Sensorama also introduced new installations, such as a towering pair of legs wearing the Vivier Queen sandals, where guests had their photos taken, together with characters and actresses who will brought Felloni’s concept to life.
Additionally a Sticker & GIF package to be designed & produced in occasion of Valentine’s Day!
The Idea
Pink Salt developed the concept & design of 6 Instagram AR Filters connected to each of the room of the Hotel Vivier presented during Paris Fashion Week FW20-21 by Roger Vivier. The project, Sensorama, includes 6 rooms dedicated to 5 senses + a 6th sense to be discovered at the event.
Sensorama is a multi-sensory ⚛️ experience while discovering the new collection through iconic rooms.
SMELL 👃🏼 User NOSE from which yellow feathered flowers come out, with some specific face gesture/action.
TASTE 🫦 Opening User MOUTH a bunch of lamè threads comes out as from setup of the show / Hotel Viver room reference, adding glitter on the face and freckles.
SIGHT 👁️ 2 filters using shaders to emulate the look of an oil painting. The user initially has a slight glow in the dark to their EYES and face, both very dark that accentuate fluorescent colors. The first enhances the face with a colorful make-up, the second adds a minimal colored wig to the person;
HEARING 👂🏼 An high-frequency ASMR microphone appears in front of the user (recalling the one from the room setup), the user needs to scream LOUD, opening the mouth, when is big enough the phone’s cracks as a Cristal glass.
TOUCH 🖐🏼 Furry pink balls floating around the user’s head, to interact with user head movement when he HITS the balls they float around the screen.
GHOSTS 👻 A semi-transparent see through sheet is attached to the user. As the user moves, the rigged model follow their movements with a slight delay and smoothness. The users eyes are opaque and rigged with “Clockwork Orange” style eyelashes and makeup.
Additionally we produced a stickers & gifs package for Valentine’s Day which have reached on Giphy social platform over 70M views
Check it out!! RUBY GEM 💎 and RV HEART ❤️
About
Marc Wakefield
Marc Wakefield runs the design studio ARDS, an independent design studio who specialise in Augmented Reality experiences for the media, entertainment, music, retail, F&B and live events industries.
Long term augmented reality expert Marc Wakefield’s filters are also featured in Grimes’s musical experiment. Widely known for his creepy clown filter that lead to him creating the Macphisto effect for U2 (a monster-like top hat and make-up effect Bono wore during the band’s tour), his career naturally progressed from building standalone AR apps before getting involved with the creation of Instagram effects.
Wakefield believes the accessibility of AR across social media will instinctively act as a starting point for newcomers to experiment with, but that “a lot of people are not fully aware of what AR actually is and a majority of the filter users probably don’t know the complexities behind it. The cool thing about this is that it is getting users comfortable with seeing a digital overlay on the physical world.” (ID magazine).
The End
- client
- Tod's S.p.A.
- project
- Sensorama
- brand
- Roger Vivier
- creative director
- Gherardo Felloni
- design agency
- PINK SALT
- creative director
- Beatrice Cardile
- art director
- Eugenio Ormas
- AR effect creator / tech artist
- Marc Wakefield
- strategy stickers
- Lizard Agency