VILLENEUVE-LA-GARENNE - 08.04.2014
A connected inauguration
— BACKGROUND —
A leading commercial landowner and developer, Altarea Cogedim became the first multichannel retail development company with its acquisition of Rue du Commerce, one of France’s top e-commerce firms. Now, Altarea Cogedim has built QWARTZ, a next-generation shopping centre that combines brick-and-mortar and digital retailing.
— MISSION —
Design an opening event that showcases and enhances the QWARTZ experience.
— CREATION —
Our team proposes an unforgettable evening, poised between the real and the virtual, to showcase the site and offer a preview of its unusual offering. First, Tilt and Yves Caizergues design event lighting for the building’s 86,000 sq.m of space, 400 m of facades along the Seine and more than 7000 sq.m of glass walls. The 3000 invited guests are guided from the parking area to the main atrium via coloured environments and an immersive light show. The Chairmen and Founders of Altarea Cogedim and Orion Capital Managers are on hand not as speakers or ribbon-cutters, but in the form of holograms. Next came an inaugural ceremony in the form of a monumental streamer droped by the artist Anne-Flore Cabanis to mark the official start of the event. An original dance presentation, performed by the company I Could Never Be A Dancer, combines dance, fashion and hologram technology to pay homage to the blend of the real and the virtual that gives the Qwartz site its unique identity. Lastly, as a musical thread running throughout the evening’s events, the group Something à La Mode provides musical interludes that elegantly combined classical and electronic music.
THE QWARTZ VIDEO
THE DANCE PRESENTATION HOLOGRAM
I COULD NEVER BE A DANCER
SOMETHING A LA MODE
© Guillaume MURAT - TETRO