Olympia has unveiled a new brand campaign and creative vision as part of a £1.3 billion overhaul of London’s newest creative district.
The new campaign, titled Do What’s New, is built around discovery and creativity which puts photography captured by Conor Cunningham.
Part of the content strategy is Olympia’s new digital screen, called the Canvas. The display is an 83 metre-wide digital screen, deployed on Emberton Walk, considered to be one of the largest immersive digital installations of its kind in the UK, transforming a public walkway into a visitor experience.
Olympia partnered with Pixel Artworks to create an original content programme, combining real-time rendering, high-end animation, cinematic storytelling, and AI-assisted creative workflows. Canvas will become a platform for collaborations with artists, cultural institutions and commercial partners, enabling storytelling, brand activations and creative experiences.
Riaz Farooq, senior creative director, Pixel Artworks, commented: "The Canvas gave us an extraordinary opportunity to rethink what a public digital experience could be. We combined real-time technology, cinematic animation, AI-assisted workflows and experimental production techniques to create hours of original content where no two moments feel the same.
“What's particularly exciting is that the Canvas has been designed to evolve. It can continually welcome new artists, cultural partners and brands to create immersive experiences that push creative storytelling in completely new directions."
The Canvas will launch this summer at Emberton Walk, Olympia, in London.