American Airlines
Experiential Consumer Event

Above Beyond is a large scale immersive installation designed to challenge consumer perceptions of high-end air travel. Jotta Studio designed and produced the biggest consumer event of the American Airlines brand outside the US. To simulate a flight experience within the Crypt of the Holy Trinity Church in London, Jotta designed an innovative system of eight large-scale kinetic panels programmed to respond to virtual intelligent lighting and sound design.

As part of the team at Jotta Studio
Client: American Airlines
Agency: McCann / Momentum UK
Key roles: Art Direction / Concept Design, Graphic Design / Exhibition Design /
Project Management of a large production team
Photo & film credits: DDAANN Studio / Jotta Studio / Rosie Reed Gold

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.

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