OBJETIVO
Visual Architects was commissioned to design and deliver an iconic brand activation photo opportunity as part of a high-profile collaboration between Co-op Live and global artist Lady Gaga, supporting the promotion of her upcoming tour.
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The objective was to create a visually arresting, socially shareable installation that reflected Lady Gaga’s unmistakable creative identity, blending elegance, theatricality and bold artistic expression, while aligning seamlessly with Co-op Live’s cultural and brand values.
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EL PROYECTO
Servicios ofrecidos
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Experiential brand activation design
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Bespoke photo opportunity creation
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Scenic design & prop fabrication
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Desarrollo conceptual y dirección creativa
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Luxury set dressing & detailing
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Instalación y entrega a domicilio
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A striking, regal photo installation was developed using a rich crimson colour palette, chosen to echo the dramatic visual language of Lady Gaga’s tour aesthetic. The centrepiece of the experience was a bespoke gilded throne, intricately carved and positioned as the focal moment for guests.
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Surrounding the throne, layers of texture and detail created a deeply immersive environment. Ruby-red roses, cascading foliage, flickering candles and crushed velvet drapery combined to deliver a sense of opulence and intimacy. Signature design accents added a distinctive edge, including mirrored disco balls that scattered reflections throughout the space and delicately placed sculptural skulls, subtly referencing Lady Gaga’s iconic fusion of beauty and rebellion.
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A final hero feature completed the experience: a grand gold birdcage installation, dressed with flowing roses, foliage, candles, petals and sculptural elements. Designed as a secondary photo moment, it invited guests to step inside the world of the tour and fully engage with the installation.
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Every element was custom-fabricated to ensure craftsmanship, visual consistency and maximum impact across photography and video.
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EL RESULTADO
The installation successfully captured the spirit of Lady Gaga’s tour while delivering a high-impact experiential moment for fans and guests. The immersive photo opportunity generated strong organic engagement across social media platforms, helping to build anticipation ahead of the tour launch.
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By aligning with a globally recognised artist and delivering a bold, culturally relevant experience, the activation enhanced Co-op Live’s brand visibility, positioning the retailer as an active supporter of creativity, music and contemporary culture.