ALFRED DUNHILL: TRAFALGAR

The seasonal nature of fashion has been the foundation of the industry; the changing climate serving as inspiration for designers to create extravagant collections based on specific times of year.

Alfred Dunhill unveiled a new approach to how we view collections with their ‘Trafalgar’ presentation; a simulation of all four seasons condensed over a single day featuring no fewer than 64 models. The holographic projection was provided by our client, Musion with their patented eye-liner technology. The results confirmed that digitalized fashion is a wonderful future that we for once are looking forward to embrace.

SPRING WAS DAWN, SUMMER NOON, AUTUMN DUSK AND WINTER WAS NIGHT IN WHAT WAS ONE OF THE LONGEST SINGLE CGI SEQUENCES EVER MADE; THE MAGIC OF HOLOGRAPHIC PROJECTION, MIXING THE PHYSICAL WITH THE ‘ETHEREAL’.

The experience was further heightened by the perfection of a smell, inspired by the natural scent created after it rains, given to Alfred Dunhill for this event by the great Fragrance house Firmenich and the elegant mystery of the ’Film Noir’ inspired lighting. Alfred Dunhill chose to host Trafalgar in China as a mark of their respect for the creative energy and vivacity of the city.  But with the knowledge that was formed over generations what he wears and how he wears it speaks of someone in sync with the rhythm of a grander, more harmonious force  – that of nature.

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