Gucci Cruise 2025
The Tanks @ Tate Modern
When Gucci announced its Cruise 2025 showcase at the Tate Modern, the world’s attention turned to London. This wasn’t just another fashion show; it was the debut collection of Sabato De Sarno, and it demanded a visual experience as bold and boundary-breaking as the collection itself. As the chosen technical partner, iMAG and Graymatter Video collaborated with creative production powerhouse INCA to deliver a spellbinding projection-mapped spectacle.
The Challenge: Blending Heritage and Innovation
The brief? Transform the iconic Turbine Hall into a dynamic canvas that immersed attendees in Gucci’s visionary world. But this wasn’t just about projection. It was about storytelling. Technology needed to enhance, not compete with, the artistry of the garments, the venue, and the creative partnerships shaping the event.
The Solution:
Our team devised a bespoke video solution built around precision mapping, cutting-edge control, and cinematic artistry. We deployed 12 Panasonic PT-RQ35K projectors to cover the vast concrete floor of the Turbine Hall with seamless visual content, achieving remarkable projection mapping. To ensure flawless content delivery, we used our disguise GX3 servers, which guaranteed frame-perfect playback and allowed complete creative flexibility. The generative content, developed by the world-renowned Luke Halls Studio using TouchDesigner, created reactive and organic visuals that elevated the collection’s narrative to new heights. All of this was delivered under tight timelines, in a high-stakes creative environment, and within one of the UK’s most complex architectural spaces.
Equipment used:
- 12 x Panasonic PT-RQ35K projectors
- disguise GX 3 Media Servers
