What we did
To launch their latest, blockbuster film ‘Glass Onion’ – Netflix approached us to create an impactful launch activation that captured the attention of the public and brought the movie to the forefront of people’s thoughts
Our concept for this brief was to recreate the majestic Greek villa from the film and give people a chance to experience the movie first-hand in a way that no one, aside from the characters, could even dream of!
We designed, produced and installed this giant, 4-sided villa (measuring 100sqm) on the forecourt of one of London’s busiest transport hubs – King’s Cross Station.
The build was designed to be accessible from all angles, giving passers-by a chance to easily engage with the activation and immerse themselves into the murder-mystery world of Glass Onion. Each side had it’s own purpose and activity for public entertainment:
One side was a recreation of the key art, that was heavily featured across the city of London at the time seen on buses and all of the big screens. This version of the key art was unique, in that it was 3D! Guests could step into the scene and take a selfie amongst the cutouts of the cast members in front of the pool…
Around the corner, guests could marvel at the impressive art gallery found in the Glass Onion villa. It even had a hyper-realistic replica of The Mona Lisa painting by Leonardo Da Vinci.
Following on from the gallery, guests had the opportunity to engage with a series of puzzles for the chance to win prizes and unlock an exclusive experience! There were 5 puzzle boxes, secured to branded plinths. Those who could unlock the puzzle box before the sand timer ran out would win themselves a giant, branded Christmas cracker to take away with them. In addition to this, there was a sliding puzzle wall to be solved. Upon completion, the wall would open up and provide access to a secret room with a large, glowing dodecahedron in the centre. This was inspired by the prop from the film.
The final side was a bar area from which guests could collect their prizes and leave the activation with a physical takeaway (as well as a smile on their face).
Each side had a giant magnifying glass on the end, with a convex mirror on it. This enabled all visitors to capture a photograph of them on the stand, without needing anyone to take one for them. On the back of the magnifying was the movie title and release date, alerting all passers-by when the film could be watched from.
We produced over 2,000 branded jumbo Christmas crackers for the activation. Each one had a whole murder mystery game inside it for a family of up to 6 to play over xmas. A separate allocation were distributed, by us, to key members of the press and relevant influencers ahead of Christmas.
The activation ran live for a whole week and saw thousands upon thousands of visitors attend and engage (some even making the trip to London specifically for this experience!). The event was staffed and managed by us and we provided 24/7 security cover to ensure the safety of all our guests.
As well as being open to the public, we had 4 very familiar faces come down for the launch of the villa… none other than Kate Hudson, Janelle Monae, Rian Johnson and Ram Bergman were all in attendance for a photoshoot that most red carpet events would envy!