Categories: Digital, Experiential, Immersive
Three x Call of Duty
Immersive launch of Call of Duty: Modern Warfare in London, UK.
The basement floor of Three’s flagship store on Oxford Street was transformed into a loft apartment, complete with a simulated elevator to gain access. The entire space was linked to console play of Call of Duty: Modern Warfare, with the environment reacting in real-time to augment the experience. An AI system was used to detect in-game events and control haptic, lighting, projection and spatial audio effects.