The Momentary Project
Campaign worked directly with Jason Beckley to create the Momentary installation during New York Fashion Week for luxury menswear brand Alfred Dunhill- a vision that challenged whether it is possible to move the grandeur of the brand home in London to NYC momentarily. Taking up residence in one of the last remaining archetypal warehouse spaces in the Meatpacking district for one week, Momentary recreates Bourdon House, the home of Alfred Dunhill in London, offering a rare opportunity to experience the unique atmosphere of this extraordinary Georgian London House.
The ethereal facade of Bourdon House was created using 22 separate laser cut white powder aluminium panels suspended from the ceiling to hover dramatically over a black rubber floor. The drama and theatricality of the space are further heightened through lighting designed in collaboration with New York Photographer Frank Oudeman.
In addition to the retail space Campaign created a virtual garden where visitors enjoyed the sights and sounds of London’s buzzing Mayfair whilst sitting on ‘park’ benches - each bench bearing the engraved plaque ‘Alfred Dunhill – 1872 – 1959 – he would have loved this place’.
The space hosted Alfred Dunhill's Autumn/Winter 2010 collection, displaying 30 key looks on bespoke made easels and frames. The installation existed only for a matter of days but received an unprecedented online response, outstretching its physical existence both in time and user-experience.
Following the success of the installation, Campaign created a rollout programme for Alfred Dunhill to take Momentary to trunk show destinations.