In an effort to recreate the architectural and elemental spirit of London in Shanghai, Alfred Dunhill hosted ‘Trafalgar’, a presentation of its collection to 1000 guests. The whole display was modeled after a giant snow globe with models decked out in the brand’s collection standing on ‘Trafalgar Square’. It simulated the change of the seasons played out over the course of a single day. The clever use of CGI sequences and holographic projection helped create a visual treat that condensed a full year of weather into a depiction of one day – Spring (dawn), Summer (noon), Autumn (dusk) and Winter (night). Here are a few shots that encapsulate that idea: The ‘Trafalgar’ snow globe Dunhill’s ‘Trafalgar’ in its Autumn phase Dunhill’s ‘Trafalgar’ in its Winter phase Like all great films and performances, ‘Tralfalgar’ needed a worthy score. British Violin virtuoso Charlie Siem, accompanied by a 9-piece orchestra, laid the soundtrack for the evening, performing a composition that included Vaughn Williams’ Lark Ascending, Tan Dun’s Love in Distance and Sigor Ros’ Hoppipolla, with each part conveying the emotions of the seasons. Unsatisfied with ‘just’ an audio and visual display, Dunhill pushed the limit by including an olfactory element. A scent provided by fragrance house Firmenich, which was inspired by the natural smells created after showers, added to the ambience of ‘Tralfalgar’. Unfortunately, modern technology still hasn’t reached the point where we can transmit smells over our computers, but you can still sort of experience ‘Tralfalgar’ for yourself in the video below. https://youtu.be/iPizPHlFNOw Dunhill has always been ahead of the luxury brand pack in the adoption of new technology. You can revisit Dunhill’s previous Voice campaign, which featured the use of Augmented Reality to give viewers a more in-depth experience with the brand, here.
