Carillons à musique for Westfield Newmarket.
THE BRIEF //
Westfield Newmarket approached our team to design an immersive Christmas experience in an empty tenancy. The activation needed to tap into the nostalgia of Christmas, driving engagement.
THE THINKING //
The popular device best known today as a "music box" developed from musical snuff boxes of the 18th century and were originally called carillons à musique (French for "chimes of music").
For Christmas we invited shoppers to step inside a music box and experience the magic and drama of the beloved ballet, The Nutcracker.
We explored the play of light, sound and movement in an unforgettable immersive experience.
THE MAKING //
Shoppers entering the space were invited to turn the oversized crank to bring the music box to life. As the crank was turned, a central, sculptural installation - our take on a polyphon music box - also turned, refracting light onto mirrored surfaces throughout the space.
We engaged a sound engineer to create a layered music piece featuring Tchaikovsky's Dance of the Sugar Plum Fairy that also responds to the crank mechanism.
Dressing struck a balance between stylised simplicity and the opulence and drama of the stage with draping, mirror and light all working together harmoniously.
THE SUCCESS //
We were able to have the music box experience live for two months in centre with thousands of shoppers able to enjoy the space. The infrastructure was carefully considered to be reusable in a different form in the future.
VENUE //
WESTFIELD NEWMARKET
CONCEPT, CREATIVE DIRECTION, ASSET BUILD, SIGNAGE
RED CREATIVE //
WESTFIELD NEWMARKET
CLIENT //
THE OPEN FORT, MAX BETTERIDGE, THE SIGN COMPANY, THE PRODUCTION COMPANY
SUPPLIERS //
RESULTS FROM THE REAL WORLD //
“I’m really happy with how its come together. It’s been busy today and it’s great to see it being enjoyed.”
WESTFIELD NEWMARKET
