The Standout immersive Experience crafted from the product itself
Deadgood’s new rug collection took centre stage at Clerkenwell Design Week with what organisers called a “must-see immersive installation.”
We transformed the product’s textures and movement into a wraparound LED experience, pre-visualised in 3D for sign-off, delivered spec-perfect, and designed for reuse beyond the event.
Event:
Clerkenwell Design Week
Scope:
Concept
Design
3D animation
2D animation
Modular visual system
3D space pre-viz for sign-off
Mastering for wraparound LED
Result:
The “must-see experiential experience” of the event, with enquiries continuing to roll in
The feedback’s been unreal and the enquiries continue to roll in
Elliot Brook | Founder & Director | Deadgood Rugs
“
a brand new collection brought to life in a must see immersive installation
Clerkenwell Design Week
“
Elliot Brook | Founder & Director | Deadgood Rugs
The Challenge
Deadgood were launching a new rug collection at Clerkenwell Design Week and needed an installation that would:
Stand out among dozens of competing activations.
Translate tactility into digital form. Showing texture and movement in a way that felt true to the product.
Feel premium yet playful, in line with the brand’s tone.
Convince stakeholders quickly. Visuals needed to be understood and signed off before the event space was even accessible, requiring a way to preview the installation in context.
The Approach
To meet the brief, we built a modular 3D animation system, crafted directly from Deadgood’s product textures and movements. Designed to scale effortlessly across the wraparound LED installation.
Pre-visualised in 3D
Faster approvals, smoother sign-off
We created a full digital replica of the event space so the client could see the concepts in situ and sign off with confidence before production.
3D pre-viz of the event space
Used to secure client sign-off before physical access was possible
A Modular Visual System
Rather than creating a single monolithic animation, we designed a modular system of looping visuals. This meant:
Quicker response to feedback (edits could be made to one module without breaking the whole)
Multiple colourways and formats built from the same visual foundation
A flexible library of assets ready for repurposing after the event
Why it matters
Get more from your budget
faster revisions during production
More usable content post-launch
Real-World Fidelity
To stay true to the physical collection, we photographed the actual rug samples and converted them into high-resolution bump and texture maps. This gave the digital pieces the same depth, tactility, and surface movement as the real thing.
Why it matters
A seamless match between screen and product
building trust and brand coherence
Design for the Room
The motion was crafted specifically for wraparound screens. We avoided fast cuts or camera spins, opting for a steady, slow-flowing rhythm that matched the tone of the collection and allowed the physical products to shine.
Why it matters
Elevated the environment without overwhelming it
Creating an atmosphere that draws people in
Built to Go Further
The same assets were adapted after the event for:
Website hero visuals
Social media cutdowns
Looping clips for use in digital marketing
Potential in-store display content
Why it matters
A suite of consistent, high-end content
Ready to roll out across every platform
The Outcome
Featured by event organisers as “The must-see experiential experience”
Increased interest in the collection after the show
Multiple internal requests for reuse across digital touchpoints
A happy client!
“
Someone said to me that our recent Deadgood Rugs installation felt more Milan than Clerkenwell,
and that really stuck. The installation had presence. It carried the tone and texture of the collection with real clarity. Momographics understood the rhythm we needed and built something modular and versatile that’s continued to work hard for us across every channel. Smooth process. Confident result.
Elliot Brook | Founder & Director | Deadgood Rugs
Project Credits
Creative Direction, Design & Animation: momo.graphics
Production Partner: Rascal
Client: Deadgood Rugs
Want an installation that sells the product and the brand?
Let’s talk about how motion can bring your next launch to life
Book a Creative Consult →
Or drop us an email: info@momo.graphics