Winston at Ferrari World
Winston closed Ferrari World Tarragona exclusively for a premium brand activation—500 invited guests experiencing the luxury venue at its most intimate. The objective wasn't just to welcome attendees; it was to immerse them in the Winston brand narrative from the moment they arrived, setting the tone for an exclusive experience.
The Challenge
Create a memorable entry experience for 500 VIP guests at an outdoor venue. The installation needed to be:
— Architecturally striking: a landmark piece that greeted visitors before they even entered the venue
— Technically sophisticated: 4K immersive content with theatrical-grade sound
— Brand-forward: 100% Winston brand narrative woven into the immersive experience
— Time-sensitive: deployed for a single-day exclusive event
The stakes were high. This was a one-time activation with zero room for technical failure.
The Solution: Custom Geodesic Fulldome
We designed and engineered a custom 12-meter geodesic dome, positioned at the entrance to Ferrari World. The structure wasn't just architecture—it was the first immersive moment of the experience.
Technical Specifications
Geodesic Dome: 12-meter diameter, outdoor installation, custom structural engineering
Projection System: 4K resolution via Digital Projection technology, delivering crystal-clear immersion across the full hemispherical surface
Sound Design: Dolby Atmos—theatrical-grade spatial audio that enveloped guests, creating a fully sensory experience
Content: 90-second immersive brand narrative. 100% Winston-focused. Welcoming guests, introducing the brand story, and transitioning them mentally into the exclusive Ferrari World experience.
Execution
Design to deployment: concept development, structural engineering, custom AV content creation, on-site installation, and flawless execution during the event. The dome served as the gateway experience for all 500 attendees, each guest walking through a fully immersive brand moment before entering Ferrari World.
Outcome
The installation exceeded expectations—not just for Winston, but for Ferrari World itself. Guests were captivated from the moment they arrived. The dome became the defining moment of the activation: a branded, immersive gateway that elevated the entire experience.
Ferrari World recognized the impact immediately. The dome didn't just serve its purpose; it became a signature element that enhanced the venue itself.
Credits
This project was brought to life in collaboration with Momentum WW, the strategic partner who envisioned the immersive approach and trusted NewMedia to execute it flawlessly.
Project Specs
Client: Winston
Partner Agency: Momentum WW
Location: Ferrari World, Tarragona, Spain
Event Date: February 2025
Attendees: 500 VIP guests
Services: Geodesic Dome Design & Engineering, 4K Fulldome Projection, Dolby Atmos Sound Design, Custom AV Content, On-Site Technical Installation
Specifications: 12-meter geodesic dome, 4K resolution (Digital Projection), Dolby Atmos surround sound, 90-second immersive brand content
Installation Type: Outdoor, temporary deployment
