DEADGOOD RUGS

CLIENT: DEADGOOD RUGS / CLERKENWELL DESIGN WEEK
AGENCY: RASCAL
MOTION DESIGN: MATT OSBORNE

A WRAP-AROUND MOTION INSTALLATION BUILT DIRECTLY FOR THE PRODUCT

Deadgood Rugs launched a new collection during Clerkenwell Design Week with an immersive LED installation designed to surround visitors with colour, texture, and movement.

The installation transformed the physical qualities of the rugs into motion across a wraparound screen environment. Patterns, folds, and material movement were translated into digital form while keeping the product itself at the centre of the experience.

THE OUTCOME

A STANDOUT INSTALLATION DURING CLERKENWELL DESIGN WEEK

  • Immersive display highlighted as a “must-see” installation

  • Increased attention and foot traffic to the rug collection

  • Motion assets reused across digital and internal channels

The installation placed Deadgood at the centre of the event activity while keeping the rugs themselves as the focus. The modular system also allowed the visuals to continue working for the brand after the event.

The project balanced multiple stakeholders, tight timelines, and brand constraints — shaping a narrative that remained clear, human, and credible under real-world conditions.


EXECUTION HIGHLIGHTS

  • Multiple modular motion sequences designed for seamless looping

  • Product texture photography integrated into 3D materials

  • Motion based on filmed folding and handling of rugs

  • LED content mastered for full wraparound screen continuity

  • Modular animation allowing quick recolours and pattern swap

THE CHALLENGE

TRANSLATING PHYSICAL TACTILITY INTO A FULLY DIGITAL ENVIRONMENT

Creating a premium installation without losing the product itself

Deadgood needed an installation that could stand out during Clerkenwell Design Week while still presenting the rugs clearly and authentically.

Key production constraints shaped the project:

  • Translating woven rug textures into convincing digital motion

  • Designing content for a full wraparound LED environment

  • Creating spectacle while keeping the product clearly visible

  • Ensuring visuals looped seamlessly in a continuous experience

The challenge was to build something visually striking without drifting into abstract motion. The installation had to feel rooted in the product itself.

THE APPROACH

BUILDING A MODULAR MOTION SYSTEM FROM THE RUGS THEMSELVES

Designing flexible animation that could scale across the installation

To meet the brief, we developed a modular 3D animation system based directly on the visual language of the rugs.

Instead of producing a single linear film, the installation was constructed from motion modules that could be remixed and adapted across the LED environment.

  • Looping motion modules built for continuous playback

  • Modular animation system allowing quick design adjustments

  • Rug samples photographed and filmed for texture reference

  • Full digital replica of the installation space for approvals

  • Content mastered precisely for the wraparound LED layout

This approach allowed the visuals to evolve quickly while keeping the installation aligned with the physical products on display.