To launch Vue Cinema’s Ultra Lux seating, we engineered a nationwide touring 360° capture experience that turned “comfort into spectacle.” Featuring a bespoke set and a precision overhead robotic arm, the activation traveled to 14 UK locations, capturing cinematic slow-motion content of guests in the premium chairs.
At the centre of the activation was a bespoke branded set built around the Ultra Lux chair itself. A curved backdrop and custom rigging structure housed an overhead 360 arm, engineered to rotate seamlessly around each guest as they sat back and relaxed into the experience.
As the arm spun, it captured a cinematic slow-motion sequence that heroed both the guest and the chair, transforming a simple sit-down into a premium, shareable content moment. Each video was formatted perfectly for social, allowing guests to instantly share their Ultra Lux experience and amplify the launch organically.
Built with mobility in mind, the structure combined strong visual presence with efficient touring logistics. Over several months, the activation travelled nationwide, bringing the Ultra Lux experience directly to audiences in Leeds, Manchester, Bolton, Preston, Cheshire, Newcastle, Cwmbran, London, Watford, Harrow, Croydon, Exeter, Basingstoke and Plymouth.
At every stop, the journey was simple and seamless. Guests stepped onto the set, took their seat and within moments received a professionally produced 360 video ready for immediate sharing. By combining immersive staging, precision engineering and automated content delivery, the experience translated Vue’s premium seating proposition into a tangible, memorable and highly shareable brand moment.
The result was a product launch that moved beyond traditional sampling, turning comfort into spectacle and making luxury the star of the show.
Client
Vue