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CATHAY PACIFIC - GILLIAN LYNNE THEATRE

TYPE & TECH – LED SCREENS

CLIENT – CATHAY PACIFIC & PRODIGIOUS

OVERVIEW

BRINGING THE CATHAY PACIFIC GLOBAL JOURNEY TO LONDON

Solarflare Studio collaborated with Prodigious to create a captivating screen-based experience for Cathay Pacific at the Gillian Lynne Theatre in London. As part of Cathay Pacific’s sponsorship with the theatre, this installation was designed to immerse visitors in the spirit of travel, celebrating the airline’s role as a gateway to vibrant global destinations. With eight portrait 4K screens installed along the escalator, the project transformed a functional space into a dynamic visual journey, greeting theatre-goers with stunning flights over iconic skylines such as Hong Kong and Sydney.

APPROACH

A Seamless Integration Of Travel And Design

Working closely with Prodigious and Cathay Pacific, we conceptualised an installation that would harmonise with the theatre’s modern aesthetic while delivering an impactful visual narrative. The project began with the strategic placement of eight portrait 4K screens along the escalator wall, ensuring maximum visibility as guests ascended to the main theatre level.

The content featured immersive flight sequences over breathtaking skylines, including Cathay Pacific’s flagship destination, Hong Kong, alongside Sydney and other iconic locations. Each scene was meticulously animated to create the sensation of soaring through the skies, evoking the elegance and excitement of travel.

CHALLENGE

Making The Everyday Memorable

Cathay Pacific sought a way to elevate their sponsorship and create a memorable brand presence in a high-traffic area. The challenge was to craft an engaging and elegant installation that would grab visitors’ attention and transport them into the world of travel, all while complementing the refined atmosphere of the Gillian Lynne Theatre.

FEATURES

Transformative Screen-Based Storytelling

At the heart of the installation was a commitment to creating a fluid, cinematic experience that unfolded seamlessly for every theatre-goer:

  • Bespoke 4K Displays – Eight portrait-oriented, high-resolution screens formed a continuous vertical narrative, enhancing the escalator’s natural flow.
  • Iconic Skyline Animations – Custom motion sequences recreated soaring aerial views over Cathay Pacific’s flagship destinations, evoking the sensation of flight.
  • Synchronised Motion Effects – A dynamic visual rhythm ensured that as visitors moved upwards, they felt immersed in a seamless, atmospheric journey.
  • Adaptive Content Design – The visuals were tailored to the pace of the escalator, allowing guests to experience a fully realised journey in motion.
RESULT

A Journey Beyond Expectations

By seamlessly integrating art, technology, and motion, the installation transformed a simple transitional space into an immersive storytelling moment, amplifying Cathay Pacific’s presence in a truly original way.

The impact was immediate—audiences were captivated, pausing mid-ascent to take in the stunning, sky-bound visuals. The sophisticated yet engaging content reinforced the airline’s image as a premium brand, linking the theatre-going experience with the thrill of global travel.

Beyond its immediate success, this project served as a benchmark for innovative experiential marketing, proving that even the most functional spaces can become extraordinary brand moments.

“To create truly bespoke and immersive creative across five venues is truly no mean feat. And to do it well, even more challenging but this is a masterclass from all teams involved. Together, we have truly made every moment —whether in the air or at the theatre—extraordinary. Talk about an opportunity to literally ‘Move the World”

– NOEL BUNTING

CHIEF CREATIVE OFFICER – PUBLICIS LONDON

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