Client: Woolworths
Event Management: BEcause Experiential Marketing
Projection: Visual Playground
Dome Canopy: Fabric Solutions
Dome Frame: The Dome Company
Woolworths wanted to deliver an unforgettable experience for tennis fans to support its Tennis Australia partnership and showcase locally sourced Australian produce. BEcause created a one-of-a-kind Summer Sensorium for visitors to see, touch, hear, smell and taste the supermarket’s fresh seasonal produce.
Challenge
Full digital print onto a 12 metre diameter dome. Opaque canopy with white interior
White powder coated frame.
Installation in one day including flooring and ballast
Solution
Fabric Solutions used Ferrari 702 opaque pvc fabric and perfectly replicated the Woolworths logo and colours over the entirety of the dome canopy.
Setup and execution
The Summer Sensorium dome was set up for the world-renowned Australian Tennis Open at Grand Slam Oval in Melbourne Park. The exclusive, free visitor experience was devised to offer ‘and experience that appeals to all five senses with A Taste of Australian Summer.’
The Summer sensorium offered fans the opportunity to see, touch, hear, smell and taste Woolworths fresh seasonal produce and immerse themselves in an environment which also showcased the local farmers that partner with Woolworths.
The immersive mutlti-sensory food experience provided a rounded paddock-to-plate experience for participants. Consumers enjoyed three summer-inspired dishes taken directly from the pages of Woolworths’ FRESH magazine, each expertly paired with fresh juices to enhance tasting pleasure.
The one-of-a-kind journey took full advantage of the distinctive dome with highly visual and immersive 360 degree projection mapping produced by Visual Playground, with full narration taking those inside the dome on a journey of paddock to plate.
