White and red rose

Rose Projection

Framestore's Digital Signage and Design teams have created two beautiful installations for Somerset House’s Valentino: Master of Couture exhibition - a stunning animation projected onto a three dimensional rose, and an atelier table showcasing the history of Valentino's work, viewable from any angle.

Concept Design
On Set Vis
Virtual Production/Volume Supervisor
people gathered next to an illuminiscent table at a valentino exhibition

The project was helmed by Framestore’s Interactive Producer Jonny Dixon, Installation Director Robin Carlisle, and Art Director Anthony Gibbs. Dixon and Carlisle’s previous success with innovative projects such as Ralph Lauren’s 4D building projection was key when it came to being chosen for the important task of heightening the Valentino exhibition experience.

The team’s first brief was to use Valentino's work as the basis for an animation that incorporates the fashion icon’s enduring insignia: the rose. The result is a stunning visual, inspired by Valentino dress designs, projected onto a giant five-metre rose. The projection starts with a photo-real rose that blooms out until it maps onto the surface of the three-dimensional structure. The team has designed an animation that takes us through the years, showcasing some of Valentino's most iconic designs.

an exhibition of a graphic projection of a rose that is enamoured with flowery designs. it is a dimly lit room and there are people looking up at the wall
an exhibition of a projection of a graphic origami rose. it is in a dimly lit room and there are people gathered at the bottom of the wall looking down into a projector

Due to the three-dimensional surface of the structure, two projectors were needed to make sure the imagery reached deep into the rose, without creating distortions or shadows. To achieve this, proprietary software was developed that could calculate and map simultaneous positions of corresponding pixels from each projector.

Framestore’s second installation features an atelier table that incorporates an animated timeline of Valentino’s career. The timeline comes alive as collections of images are projected from above, courtesy of four synched projectors. The projection has been designed and animated so visitors can enjoy the experience from all sides of the table.

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