Deadgood Rugs
A Design Week Standout in Motion
Clerkenwell Design Week
Event:
Concept, Design, 3D Animation, Modular Visual System
Scope:
“The must-see experiential experience” of the event
Result:
The feedback’s been unreal and the enquiries continue to roll in
Elliot Brook | Founder & Director | Deadgood Rugs
“
The Challenge
Deadgood were launching a new collection of rugs at Clerkenwell Design Week — and wanted to make a bold, immersive impression. With wraparound screens and real-world rug samples in the space, they needed motion content that enhanced the tactile nature of the product while staying aligned with the brand’s playful-yet-premium tone.
The Approach
We developed a fully modular 3D animation system — built from actual product textures — that ran across a full-room digital installation.
Key goals:
Elevate the product without overshadowing the physical samples
Design for scale, ensuring the visuals worked in wraparound
Build modular so visuals could be repurposed for web and social
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: Clients get more from their budget — faster revisions during production, and more usable content post-launch.
Real-World Texture 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: Visitors saw a seamless match between what was on screen and what was in the room — building trust and brand coherence.
Designed 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: The animation elevated the environment without overwhelming it — creating an atmosphere that drew 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: The brand wasn’t left with one-and-done visuals. Instead, they now have a suite of consistent, high-end content ready to roll out across platforms.
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
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Or drop us an email: info@momo.graphics