Moment Factory, the multimedia entertainment studio specialising in the conception and production of immersive environments, recently partnered with Arc’teryx, a leading outdoor apparel company, to create a series of immersive events.
In Vancouver, the clothing brand’s home city, fans were invited to preview Arc’teryx’s latest range of high-performance outerwear amidst mountainscapes brought to life with seamless multimedia effects on a set designed by Moment Factory and built by Astound.
Meanwhile, brand enthusiasts in New York could embark on a summit of Coast Mountains in the middle of the city, as an exclusive multimedia experience transported them to the world of the high-performance outdoor equipment company.
Vancouver
Within the Vancouver experience, guests first stepped through an entrance curtain made from shell jackets upcycled by the company’s Rebird program, featuring quilted panels showing glowing peaks under a blue sky.
They then journeyed through a whiteout corridor before experiencing a large 270° curved screen, which enveloped a large room with reflective black floors. Here, mannequins on podiums displayed Arc’teryx clothing, while five featured products hung from above, emphasized by top-down spotlights.
Alongside the physical clothing, the experience also included five video capsules that wove together 3D renderings, studio footage and stop motion, in order to showcase specific features and functions. A cool backdrop for hanging out between cycles was provided by evening mountain sceneries, vibrant dancing auras, and acoustic soundscapes. There was also a special DJ set to mark the opening night.
New York
In New York, an exclusive multimedia experience transported visitors to a coastal mountain scene, where the weather can change at the drop of a hat and the vast, rugged landscapes inspire moments of awe.
The voyage started via shuttle. The voice of the leader of the North Shore Rescue Team, Mike Danks, was heard on the radio preparing the visitors for the ascent while they were sat in an abstract helicopter, enjoying glimpses of snowy scenery via its portholes. They were then forced to land due to an unexpected whiteout, and when they exited the shuttle, they were met with strong winds and a heavily hazy forest. The expedition then continued through dense fog and up a steep slope, where video mapping painted out various inclinations.
At the top, a panoramic 270° screen with an elevated walkway in the middle placed visitors on a mountaintop in the heart of the coastal mountains, with rapidly changing weather conditions from a fierce snowfall to a beautiful sunset. Before heading back to the city, visitors can recover from the high of exploring the great outdoors by gathering around a calm lake and LED bonfire.
Last year, Moment Factory opened a new experience in its Lumina Night Walk Series, created in collaboration with the Huron-Wendat Nation Council for client Wendake Tourism. Onhwa’ Lumina takes guests on an immersive journey in Wendake, Quebec.
