Cathay Pacific, in partnership with LWT, has reimagined the art of travel and entertainment with a stunning installation at the historic London Palladium’s VIP Guest Lounge. Teaming up with Prodigious, we created an immersive airline experience that invites guests to explore vibrant global destinations through the windows of imagination. Combining cutting-edge digital technology with respect for the venue’s Grade 2 listed architecture, the installation transforms the lounge into a portal to the world.
CHALLENGE
Blending Heritage with Innovation
Cathay Pacific sought to elevate their sponsorship by delivering a memorable brand experience that seamlessly integrated with the Palladium’s historic character. The challenge was to craft a digital journey that would captivate guests, preserve the architectural integrity of the venue, and reinforce Cathay Pacific’s identity as a gateway to Asia-Pacific travel.
APPROACH
Windows to the World
We installed three 65” 4K LED screens, carefully designed to replicate the look and feel of airplane windows. The installation uses digital innovation to transport guests on a seamless journey, beginning with live 4K webcam feeds of London. As the clouds part, the visuals transition to iconic Cathay Pacific destinations—Hong Kong, Tokyo, and Sydney—complete with synchronized shutter effects, lifelike flyovers, and day-to-night transitions.
The experience was crafted with meticulous attention to detail, ensuring every element—visuals, soundscapes, and transitions—conveyed the sophistication of Cathay Pacific’s travel offerings while honouring the historical charm of the London Palladium.
FEATURES AND TECHNOLOGY
Immersive DOOH Innovation
- 4K LED Display Integration: The screens deliver unparalleled resolution, providing a hyper-realistic glimpse into global destinations.
- Live Feed Technology: Front-facing 4K webcams capture real-time views of London, offering a seamless departure point for the journeys.
- Dynamic Visual Transitions: Day-to-night cycles and synchronized shutter effects mimic the experience of flying, enhancing realism.
- Historic Preservation: The design respects and integrates with the Grade 2 listed architecture of the venue, ensuring no disruption to its aesthetic heritage.
RESULTS
A Journey to Remember
The unveiling at a live press event garnered widespread acclaim, enchanting guests and the media alike with its elegant blend of travel inspiration and experiential design. The installation creates a serene yet exciting space for VIP guests to dream about their next adventure while reinforcing Cathay Pacific’s position as a leader in luxury travel.
Cultural Connection: By blending advanced technology with a respect for tradition, the project exemplifies Cathay Pacific’s dedication to innovation and heritage.
Increased Brand Engagement: The installation enhanced Cathay Pacific’s visibility and appeal among VIP clientele.
Long-Term Impact: With a three-year residency at the London Palladium and potential expansion to other theatres, the installation sets a precedent for experiential projects.
