Immersion Installation


The 3 day event hosted at the Underdog Gallery beneath London’s iconic railway arches, celebrated the achievements of Rock Townsend, Speedo and Pentland Brands in creating a unique product experience for prospective buyers.

Aiming to take clients out of the traditional selling environment, the team behind the launch created a full sensory event inspired by the 2016 swimwear range; a one-off composed soundscape by Janek Schaefer, Rio inspired washes of colour by Paul Nulty lighting design and scents inspired by a tropical rainforest.

Mimicking an underwater environment, 8000 metres of ribbon suspended from the ceiling of the arches were lit in the colour palettes of the new collection, with the sounds of the sea and scents of the ocean combining to create a luxurious and exotic immersive experience.

The closest I’ve ever felt to being in water
— Giles Long – Paralympic swimmer

Tim Robinson, Project Architect at Rock Townsend said:

“Our intention was to push the limits of what is deemed to be ‘sales space’. We wanted visitors to be fully immersed in an environment which was totally devoid from what they were familiar with. By combining sound, colour and light reflecting ribbons, we gave visitors the sensory experience of being submersed in water; an immersive space to promote the product and the brand

The space, also designed for function, incorporated discreet sales pods and an engaging exhibition space.

Speaking of the collaboration, Katie Greenyer, Creative Director at Pentland Brands said:

We really wanted to take buyers out of their comfort zone. Putting them in an environment where they could forget about the outside world meant that we could really get across our passion for the brand and the products.

Speedo’s UK Commercial Director, Justine Whitby added:

“We have seen a direct increase in promotional space secured for 2016 as a result of this collaboration with Rock Townsend, inspiring our buyers to completely immerse themselves in the essence of the new range and see how it would appeal to their customers. Overall it's been a really valuable few days spent with our key strategic customers, engaging them around 2016 - the Year of Swim."

Lighting by Paul Nulty Lighting Design -

Soundscape by Janek Schaefer -