Birkenstock ran an offsite showroom in a SoHo cast iron loft. We handled the lighting and the projection mapping.
We lit the room to work with the daylight coming through the arched windows rather than fight it, uplighting the product plinths and the floral niches and holding the warmth in the wood floors. The projection ran on the back wall between the columns, mapping product illustrations and spec sheets onto the architecture so the artwork sat flat across an uneven surface.
Birkenstock had the venue, the build, and the program. What the room needed was light, and a way to put the product story on the wall without printing it.
We took both: displays lit to retail standard so the product read correctly in person and on camera, and mapped projection that turned the back wall into the campaign.
We designed the lighting around the daylight already in the room. Product plinths and floral niches got their own uplight, the seating areas were warmed, and levels were set so the space photographed the way it looked in person.
The projection was mapped to the architecture. Cast iron columns and an uneven back wall meant the artwork had to be warped to sit flat, so the product illustrations and spec sheets read as if they had been printed on the surface.
Displays lit to retail standard, and a back wall carrying the full product story without a single printed graphic.
Both pieces came from one team at an offsite venue.
LUME Studios is a brand activation agency and event production company at 393 Broadway, New York.
Photo + video
LUME covers events with photo and video from one team: same-day selects for social, a full edited gallery after, and recap films cut for where they will be posted. At 393 Broadway or at your venue.
Tell us the goal, the guest count, and where it needs to happen. We reply within one business day with the right venue or production path.
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