Event Experience Film
Deadgood Rugs × Clerkenwell Design Week
A wraparound motion installation built directly from the product
Deadgood Rugs launched a new collection during Clerkenwell Design Week with an immersive LED installation designed to surround visitors with colour, texture, and movement.
The installation transformed the physical qualities of the rugs into motion across a wraparound screen environment. Patterns, folds, and material movement were translated into digital form while keeping the product itself at the centre of the experience.
Photographed rug samples and filmed material movement informed the animation system. This ensured the motion retained the physical behaviour of the textiles.
The challenge
Translating physical tactility into a fully digital environment
Creating a premium installation without losing the product itself
Deadgood needed an installation that could stand out during Clerkenwell Design Week while still presenting the rugs clearly and authentically.
Key production constraints shaped the project:
Translating woven rug textures into convincing digital motion
Designing content for a full wraparound LED environment
Creating spectacle while keeping the product clearly visible
Ensuring visuals looped seamlessly in a continuous experience
The challenge was to build something visually striking without drifting into abstract motion. The installation had to feel rooted in the product itself.
Without early access to the venue, the installation had to be designed remotely. Accurate pre-visualisation became critical for approvals.
The story
The feedback’s been unreal and the enquiries continue to roll in
Elliot Brook | Founder & Director | Deadgood Rugs
“
Elliot Brook | Founder & Director | Deadgood Rugs
a brand new collection brought to life in a must see immersive installation
Clerkenwell Design Week
“
The approach
Building a modular motion system from the rugs themselves
Designing flexible animation that could scale across the installation
To meet the brief, we developed a modular 3D animation system based directly on the visual language of the rugs.
Instead of producing a single linear film, the installation was constructed from motion modules that could be remixed and adapted across the LED environment.
Looping motion modules built for continuous playback
Modular animation system allowing quick design adjustments
Rug samples photographed and filmed for texture reference
Full digital replica of the installation space for approvals
Content mastered precisely for the wraparound LED layout
This approach allowed the visuals to evolve quickly while keeping the installation aligned with the physical products on display.
A digital replica of the event space allowed the client to review concepts in context. Decisions were made early, reducing production risk.
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
“
Execution highlights
Multiple modular motion sequences designed for seamless looping
Product texture photography integrated into 3D materials
Motion based on filmed folding and handling of rugs
LED content mastered for full wraparound screen continuity
Modular animation allowing quick recolours and pattern swaps
Outcome
A standout installation during Clerkenwell Design Week
Immersive display highlighted as a “must-see” installation
Increased attention and foot traffic to the rug collection
Motion assets reused across digital and internal channels
The installation placed Deadgood at the centre of the event activity while keeping the rugs themselves as the focus. The modular system also allowed the visuals to continue working for the brand after the event.
The project balanced multiple stakeholders, tight timelines, and brand constraints — shaping a narrative that remained clear, human, and credible under real-world conditions.
Creative Direction / Design / Animation
Matthew Osborne
Production Partner
Rascal
Client
Deadgood Rugs
Start a considered conversation
If you're planning a film, installation, campaign, or product launch it helps to think about the visual system early.
A short conversation can clarify how motion, story, and production approach work together.
We’ll ask a few quick questions first — just enough to understand the context, the people involved, and what you’re trying to communicate — so that any conversation we have is focused and useful from the outset.
A calm starting point — no pressure, no pitch.
Not sure yet?
Feel free to explore more of our work,
or get in touch when it feels right.