Telfar: Selfridges

Telfar’s Cornershop installation used interactive technology to encourage brand engagement during regular shopping hours, doubled up as a podcast studio and hosted party nights for Telfar brand ambassadors and influencers.

Testimonial

“The innovative use of lighting, video screens and visible rigging enabled Telfar to showcase their brand in a way which was unique to them and something Selfridges hadn’t seen before.”

Connor Hill

Production Manager

Insert Productions

The Challenge

Insert Productions were asked for ideas on how to transform 160M2 of central London retail space into a multipurpose environment which embraced Telfar’s objectives of increasing customer engagement and brand awareness. In addition to displaying Telfar products in an eye-catching way, the space needed to double up as a TV studio and party venue.

Our Solutions

Telfar favoured the TV studio look and we themed the space accordingly—with lots of truss, cable runs and flight cases on display. With Selfridges being a live retail venue, installation needed to be done overnight. Thorough pre-production planning was paramount to achieve the high quality level of production expected in a flagship store.

Video Screens & Cameras

LED screens playing a combination of campaign footage and live camera feeds were a major feature of the installation. We supplied and built six LED playback surfaces using Absen 2.5mm Polaris LED panels. We provided a range of 4K video cameras, including truss-mounted and PTZ cameras, capturing all the action and relaying it to the screens.

Lighting

With large windows running along the side of Telfar’s space in Selfridges, natural light played an important role in the style and look of their space. To enhance the TV studio vibe, we supplied and installed 50 studio style LED fresnel lights; which supplemented the natural light with warm, incandescent tones. An Avolites Quartz console provided lighting control.

Power Distribution

Carefully planned power management is an important factor for all AV installations—ensuring the system is safe and functional. For this project, we took a 400A three phase powerlock supply, breaking it down using power distribution units to provide over 100 individually protected 16A single phase feeds for the lighting and video systems.

Audio

We designed an audio system which would make the best use of Telfar’s space. A Pioneer DJ kit was used on party nights, with an iPad providing integration with music streaming platforms during regular shopping hours. A truss-mounted d&b PA system, controlled by an Allen & Heath touchscreen mixing desk provided optimal coverage and equalisation.

Crew

Building a large AV installation in an Oxford Street store is far from simple. The build times had to be coordinated with when Selfridges was closed. We assembled a team of around 20 lighting, video and audio experts, who built and commissioned the installation during two overnight sessions. We provided training and technical support for Telfar’s onsite team.