To launch Phantom in the UK, Impero has conceived a futuristic immersive experience set within a spaceship that will land in London's bustling Spitalfields. Inside Paco Rabanne will host "The future of fragrance", a digital exhibition where six digital artists have created works inspired by the fragrance. Exhibits include a cosmic garden and a breathing computer-generated sculpture. The build is by experiential agency Bearded Kitten.
— Read more in Paco Rabanne hosts digital art exhibition inside a spaceship at Campaign.
Oh for the days when a brand would just take out an ad in some magazines, rather than land a spaceship full of digital artworks in a random city
I would think they are thinking something similar: oh for the days when you could get consumer attention with just an ad 🙂