AG EVENT AT FRAMELESS, LONDON
CLIENT: AG FRAMELESS
AGENCY: MOMO
MOTION DESIGN: BAD STUDIO & MOMO
A MULTI-SCREEN, LARGESCALE VIDEO INSTALLATION
AG launched a XXXX with an immersive LED installation designed to surround visitors with colour, texture, and movement.
The installation XXXX
THE OUTCOME
A STANDOUT INSTALLATION AT FRAMELESS, LONDON PREMIUM IMMERSIVE ART SPACE
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 the audience at the centre of the event while keeping AG as the focus.
EXECUTION HIGHLIGHTS
Multiple modular motion sequences designed for seamless looping
LED content mastered for full wraparound screen continuity
Modular animation allowing quick adjustments
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.
