The Procter & Gamble loft was developed as a venue for an “immersive brand experience”. The goal was to create a “hyper immersive environment” intent on engaging design, technology and marketing teams in how, with holistic design thinking, a brand could transform itself from mundane to truly extraordinary.

The loft experience was meant to stimulate creative teams in this task by removing them from their “ordinary day-to-day world” to engage them in a space where their senses and minds could be excited by sights, smells, textures, imagery and brand stimulus such as fashion trends, consumer archetypes, music and videos. The space itself, a classic urban, brick-walled open air loft with skylights and a high ceiling, was a vital backdrop to enhancing the entire sensory experience, complimenting the high fashion theme of the project. The loft design and installation became a unique journey of collaborative teamwork, beginning essentially from ground zero. In a little over 3 weeks visitors were treated to a grand opening night event. The loft is still being used, nearly a year later as an inspirational space for brand thinking and as a unique design and creative stimulus tool.