International airline, Cathay Pacific, was announcing its return to the skies with its ‘Feels good to move’ brand campaign, it’s first since 2019. We were brought onboard to amplify this concept through an extraordinary activation at London’s Outernet, a state-of-the-art digital exhibition space. We answered with the Feels Good to Move Gallery, an immersive and interactive experience that encouraged visitors to experience the joy of moving, literally.

From the moment the brief landed, we knew we wanted to create a physical manifestation of the brand’s proposition in a fun, unique and insta-worthy way. We dreamed up the ‘Feels good to move gallery’, an interactive and immersive exhibition that encouraged visitors to experience the joy of moving, and gave them the chance to win big.

Colour-changing clouds suspended above and immersive screens featuring fly-over footage of Hong Kong, Sydney and Tokyo gave visitors the feeling of being up in the air. And as they explored the space, they discovered a series of interactive installations that required them to move to be activated, including a kaleidoscopic propeller, a motion-sensitive light wall, plane window walkway, infinity mirror and more.

Creating the Connection

The Cathay Feels good to move gallery delivered a four-day, out-of-this-world experience that not only got people moving, but also earned sky-high levels of engagement, setting the stage for the airline to take-off with evermore innovative experiences.

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