portfolio
event design
SOUNDSTORm,
SAUDI ARABIA
Down The Rabbit Hole was an immersive launch experience created for the debut of the brand UNDERLAND in Copenhagen. A venue in the city’s Meatpacking District was transformed into a surreal labyrinth, inviting guests to step into the brand’s universe through a carefully choreographed, multi-sensory journey.
Developed during the COVID-19 pandemic, the experience was designed to adapt to constantly changing restrictions. Guests entered in groups of up to 50 people at scheduled time slots over four days, allowing the event to run safely while maintaining an intimate and immersive atmosphere. Despite evolving regulations, a tight budget, and only a matter of days from concept to execution, the entire production was delivered at remarkable speed.
Down The Rabbit Hole showcased how immersive storytelling, live performance, and experiential design can transform a brand launch into a memorable journey, creating a sense of discovery, emotion, and connection even under the extraordinary constraints of the pandemic.
VIEW THE CONCEPT DECK:
The journey began in an enchanted forest, where guests were welcomed by the sound of a live violinist, setting the tone for the experience.
After a brief introduction and a ceremonial welcome shot, guests were invited to enter the rabbit hole.
Inside the labyrinth, a techno DJ performed a bespoke soundtrack that guided guests through the space, where music, scenography, lighting, and atmosphere merged into a surreal exploration of the UNDERLAND universe.
Emerging from the maze, guests arrived in the Magic Living Room, where a world-class pianist performed live, bringing the experience to an unexpected and elegant finale.