Comfort and Mindshare take over Outernet with multi-sensory floral campaign

Influencer engagement handled by Goat.

Comfort, the Unilever fabric conditioner brand, and Mindshare are appealing to people's eyes, ears and noses with a multi-sensory campaign at London's Outernet.

Designed to promote Comfort's new Botanicals range, the experience opens to the public on 9 June and will run until 23 June. It features anamorphic 3D visuals of cascading petals and blossoms that will envelop visitors to Outernet's Now Building, using 439 sq metre floor-to-ceiling screens.

The visuals will be complemented with music and, in an Outernet first, by scent tech that will infuse the space with the smells of Comfort's new fragrances – First Blooms, Summer Bouquet and Heavenly Fresh.

Meanwhile, outside the venue on Tottenham Court Road, Comfort creative work will appear on Outernet's Vista screens.

Londoners and visitors to the capital will be encouraged to share their experiences via social media. The Manual has created an array of interactive, "Insta-worthy" elements, such as a phone box that transforms into a disco at the push of a button, a bed surrounded by flowers and a bus stop featuring flower-festooned swings.

Samples of Comfort's products will be available for attendees to take home.

The visuals were animated by Pixel Artworks, while Goat managed influencer engagement.

Ross Minton, head of invention and partner at Mindshare UK, said he and the agency were very proud of the work.

He added: "It is so exciting to be working with clients that are willing to step outside of category norms and use technology and a bold creative vision to elevate their brand proposition.

"Thanks to the incredible work from the teams at Outernet, Pixel Artworks, The Manual and Goat, we have created an unforgettable live experience that launches the Comfort Botanicals range in an engaging and disruptive way."

The campaign kicked off with an influencer launch event on 24 May.