ABOVE BEYOND was created to challenge deep-rooted perceptions within the business travel community of the American Airlines brand from one that follows convention to one as innovator. Creating an immersive brand experience, ABOVE BEYOND used eight large scale kinetic panels, lighting and sound design to bring to life the wonder of flight within the imposing architecture of Sir John Soane’s Church in Marylebone, London. Lighting the church crypt up in a cacophony of American Airlines colours, the panels were used to take guests on a virtual flight from take-off to landing within the space. 

Role: Creative Concept / Art Direction / Exhibition Design / Project Management / Production

Event Design & Wayfinding

Brand ambassadors led visitors through set design, and small interactive exhibits. The exhibits helped visitors to engage with brand product benefits and introduced a narrative into the event journey, before entering into the hero experience