The Hippodrome Digital Experience
Play the 'Lucky Oriential' Experience
The Challenge
The Hippodrome, London’s iconic entertainment venue, had plans to elevate its visitor experience by leveraging the potential of its LED stretch digital canvas. The challenge was to create captivating digital content that would create a real wow-factor, while blending in seamlessly with its surroundings to immerse guests in a novel digital experience. We were delighted to be the chosen agency for crafting visually stunning and conceptually rich content for The Hippodrome LED display.
“Working with such an iconic brand and it’s iconic London building gave us so much to play with.”
Our Approach
When piecing together the creative concepts for the project, we had a very multifaceted approach. We knew we wanted to incorporate the brand's iconic elements with the historical nuances of the venue. The team strategised and produced various digital content campaigns, each uniquely designed to captivate and engage the audience.
“Every campaign celebrates something - whether it’s Chinese culture, London or the entertainment venue itself.”
The Detail
> Lucky Oriental
This animation celebrates the enchanting world of China Town, located behind the Hippodrome. It transforms from a solid aesthetic into a majestic dragon, breaking screen boundaries. The use of gold and red pays homage to Chinese culture, symbolising luck, joy, and happiness. The campaign concludes with iconic symbols of fortune, creating a mesmerising visual journey.
> Kaleidoscope Scene
A soft-moving ambient scene gradually evolves into a fully immersive kaleidoscope of light. The constantly shifting fragments create a captivating, yet relaxing atmosphere, drawing viewers into its tranquil rhythm, allowing them to unwind and lose themselves in the display.
> Hippodrome Brand Experience
Another scene offers a beautiful display of soft-moving lights that merge into a brand experience. The shifting light and casino references constantly evolve, crafting a soothing, hypnotic visual experience that captivates while calming, providing an immersive escape for the viewer.
> Aquatic Scene
An underwater scene showcases a marine fish tank, perfectly sized for the LED display. The Hippodrome logo and casino-themed ornaments decorate the tank, while vibrant fish swim amongst bubbles. The gentle water movements add to the serene, immersive environment.
The Result
The collaboration between VISUALAB Media and The Hippodrome resulted in a transformative digital experience. The LED stretch digital canvas has become a dynamic storytelling platform, seamlessly blending brand identity and a celebration of the entertainment venue itself. The campaigns, with their visually stunning and conceptually rich content, succeeded in immersing guests into a world where reality and illusion collide.