Eight screens, one journey
When Cathay Pacific came to us through Prodigious to activate their Gillian Lynne Theatre sponsorship, we had one brief: make the escalator ride mean something. We designed and built an eight-screen portrait installation that lines the full length of the theatre escalator, turning a 90-second transit moment into a Cathay Pacific travel experience. Each 4K display was mapped to the physical rhythm of the ride, so the content moves with the audience rather than playing against them.Destination films, aerial sequences and atmospheric travel content fill the vertical format naturally, the way a window seat fills a frame mid-flight. The installation runs every performance night, reaching thousands of theatregoers across the season without asking anything of them except to look up.
