OVERVIEW
Welcome to Hotel De Luxe – L'Oreal's first–ever interactive 3D anamorphic DOOH experience.
SERVICES
Creative direction + Concept art + Art direction
PROJECT RECAP
In 2024, we teamed up with Wavemaker Thailand to create a global first for L’Oréal – an interactive anamorphic billboard. This three-screen spectacle was the centrepiece of “Hotel De Luxe” – a live event designed to celebrate six luxury L’Oreal products in the run up to Christmas.
Interaction lay at the heart of the experience – enabling spectators to connect in the moment via a QR code and send emojis that appeared on screen in real time.
MY ROLE
This brief represented one of the biggest creative challenges of my career. The biggest hurdle was developing a concept that flowed across all three screens, drawing the viewer's eye from one to the next while fully utilising the faux 3D anamorphic effect.
I rose to the challenge by blending art deco architecture with a playful kinetic delivery system – featuring rollercoaster-like rails for luggage trolleys carrying product gift boxes. Alongside developing the core idea, I also personally drew all the concept art – working closely with talented 3D artists and tech leads to create a show-stopping visual treatment that fully exploited the unique layout of the screens.
