GIORGIO ARMANI
Bringing Giorgio Armani's Films of City Frames to Life at SXSW
The Challenge
Creating an unforgettable SXSW experience worthy of the Giorgio Armani brand.
SXSW is one of the world's most influential festivals for film, technology and creative innovation, making it the ideal stage for Giorgio Armani to premiere the third edition of its Films of City Frames initiative celebrating emerging international filmmakers.
The objective was not simply to screen five short films, but to create an immersive experience that reflected the quality of the Armani brand while inspiring visitors to explore the stories, locations and filmmakers behind each film.
Delivering that vision meant seamlessly combining physical installation, digital storytelling and audience participation into a single experience that felt premium, memorable and unmistakably Armani.
Our Approach
Conceiving an immersive visitor experience that blended storytelling, physical space and digital interaction.
Given the freedom to create something extraordinary, Psycle conceived the entire visitor experience from the ground up. Every interaction, visual element and digital touchpoint was carefully designed to transform five short films into an immersive journey that celebrated both emerging filmmaking talent and the Giorgio Armani brand.
Visitors were invited to step inside a bespoke 360° projection dome, explore interactive installations and continue the experience through connected digital touchpoints that extended engagement before, during and after the event.
Rather than simply showcasing the films, every element was designed to encourage exploration, curiosity and conversation, transforming a series of screenings into a memorable brand experience.
The Solution
Designing every element of the installation to immerse visitors in the world of Films of City Frames.
Psycle developed the creative concept for the installation, designing how visitors would move through, interact with and experience Films of City Frames before a single piece of technology was developed.
At the heart of the experience was a custom-built 360° projection dome showcasing bespoke trailers for each of the five films. Rather than simply replaying existing footage, Psycle created immersive city journeys combining Google Earth, Street View, behind-the-scenes material, curated photography and filmmaker insights to place visitors inside the world of each story.
Beyond the dome, the experience continued through six interactive digital displays and a bespoke chatbot for web and Facebook Messenger. Visitors could explore the Films of City Frames initiative, learn more about the filmmakers, participate in synchronised competitions and continue engaging with the campaign before, during and after their visit.
Psycle conceived, designed and orchestrated the entire visitor experience, leading every stage from creative concept through to installation, live operation and dismantling.
Technology included
By combining immersive storytelling, interactive technology and meticulous on-site delivery, Psycle created an experience that celebrated emerging filmmaking talent while delivering a premium brand experience worthy of Giorgio Armani.
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The Outcome
Turning a film initiative into one of SXSW's most memorable brand experiences.
More than 10,000 competition entries were received during the three-day public event.
Recognised by Mashable as one of SXSW's 'Five Coolest Experiences' of the festival.
A seamless visitor experience blending physical installation, digital storytelling and live audience interaction.
KEY RESULTS
- Five bespoke 360° film experiences created
- Custom chatbot synchronised with the live installation
- End-to-end experience delivery, installation and on-site event management
- Supporting Giorgio Armani's global Films of City Frames initiative
Case Studies
