LUSH Lush House@ SXSW 23
Client: LUSH
Brand: LUSH
Type: Branded Content, Creative Technology, Entertainment,
Service: Experience Design, Concept Development, Creative Technology, Thought Leadership
We were thrilled to be key creative partners to LUSH Cosmetics at SXSW 2023 in Austin, for the unveiling of LUSH House, an extraordinary multi-touch experiential activation that fused immersive storytelling, cutting-edge cosmetic innovation, and forward-thinking thought leadership.
INTRODUCTION
In 2023, LUSH debuted its inaugural LUSH House at SXSW, a bold step into the immersive experience space. Designed to engage both fans and thought leaders, LUSH House showcased the brand’s commitment to innovation and community-building. It offered a unique platform to explore creative technologies while spotlighting LUSH’s values and its forward-thinking approach to retail and storytelling.
SXSW, held annually in Austin, Texas, is a globally renowned festival celebrating the intersection of film, music, technology, and culture. Known for its dynamic blend of innovation and creativity, the event attracts visionaries from around the world to debut groundbreaking ideas and experiences. LUSH House was a natural fit, offering an ideal stage for the brand to connect and inspire on a global scale.
MEETING THE BRAND CHARACTERS
At the heart of LUSH House was a motion capture activation, a cutting-edge blend of interactive technology and real-time animation. Using state-of-the-art motion-capture suits and zero-latency streaming, we brought fan-favorite characters ‘Snow Fairy’ and ‘Lord of Misrule’ to life in an entirely new way.
In a remote location, actors embodied these characters to create real-time interactions. Guests enjoyed live conversations with ‘Snow Fairy’ and ‘Lord of Misrule,’ blurring the boundaries between digital and physical worlds and giving LUSH House guests the unique opportunity to meet the brand’s characters.
"Snow Fairy and Lord of Misrule live in the Lush House at SXSW represents a bigger broader innovation. We are experimenting with character and audience with live animated interactions. It’s a deeper foray into future applications of story and a more dimensional identity of characters.”
CARL ADDY
EXECUTIVE CREATIVE DIRECTOR
THE MAYDA CREATIVE CO.
Bringing our real-time animated performances to SXSW came with the unique challenge of having our actors based remotely from LUSH House. Leveraging near-zero latency technology, we captured live performances in the UK, enabling the characters to engage in real-time conversations with LUSH House guests and even participate in panel discussions.
To bring these characters to life, we combined traditional cel animation techniques with richly detailed, hand-painted environments. The result was a beautifully crafted, frame-by-frame aesthetic that delivered a warm, handcrafted charm rarely seen in real-time animation.
Thought Leadership
at the Forefront
LUSH has long been a pioneer in the retail industry, known for pushing boundaries and fostering a global sense of community. LUSH House took this ethos further, becoming a hub for discussing critical topics such as digital divestment, human rights in the digital age, and the future of social media.
Mayda’s Executive Creative Director, Carl Addy, joined these thought-provoking conversations, contributing insights on immersive storytelling and the opportunities within our increasingly digital society. These discussions emphasized how digital innovation can deepen human connections and reshape consumer experiences.
Lush announced at SXSW that it will be partnering with The Mayda Creative Co, to expand these Lush product characters into longer form entertainment properties across a range of platforms, developing episodic content to complement and deepen the storyverse surrounding the characters
“Lush is a brand that has an audience that’s so engaged and who are very particular about their favourite products, which Lush is leaning into. Listening to the community, rather than a brand trying to leap across into the entertaining space.”
CARL ADDY
EXECUTIVE CREATIVE DIRECTOR
THE MAYDA CREATIVE CO.
TO BE
CONTINUED...
SXSW is where creativity, technology, and culture collide, making it the perfect place to launch something as bold and experimental as LUSH House. Our partnership with LUSH gave us the chance to push creative boundaries and show how immersive experiences can bring stories to life in ways that feel fresh, fun, and unforgettable.
We’re excited to keep building on this momentum with LUSH. LUSH House was just the beginning, and we can’t wait to see where our collaboration takes us next. Together, we’re exploring new ways to connect with audiences and create moments that stick—stay tuned, because there’s so much more to come.
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