a permanent exhibit for Hennessy in Cognac, France
Bringing mind-bending visual effects into the real world, London-based creative studio Marshmallow Laser Feast (MMLF) has invented some of the most impressive visual stories of the 21st Century.
MMLF have worked on a wide selection of varied projects for high-profile clients – from stage designs for U2 to adverts for McLaren. They have also worked on their own award-winning installations and creations.
One of MMLF’s ambitious projects was ‘The Quest. It was undertaken for luxury Cognac brand Hennessy. MMLF were looking to manufacture a number of acrylic “shard” lenses for their Quest sculpture (an extremely impressive point-of-sale piece). This was really a new sector for midton to delve into and both the design and outcome were very different to any other jobs we've worked on. If you’d like to learn more about point-of-sale designs, check out our brand tools service.
With 15 bespoke shard shapes to be created, they came together to create a kinetic light sculpture, which uses a programmed robot to beam light at a frame, suspended over 900 faceted and organic looking acrylic shards.
The focus was on the acrylic's refractive properties and the experience of the surrounding environment it creates as light enters, refracts, and exits the shard.
The shards were developed from 3D models which had been designed using light-ray simulation to determine how the complex forms would create caustic light patterns. These designs required a complete redefinition of how midton creates split planes to make them feasible for manufacture. midton worked closely with the MMLF team to ensure that the shards created the desired light and caustic effects through comparison of simulation and real-life testing and verification.
Taking such a complex computer model and turning it into a real-world finished piece was very challenging, and it pushed the team at midton outside of its comfort zone. New processes and methods had to be developed to complete the order and the entire project pushed on our technical capabilities across the board. This development of skills and abilities can only occur because it is our policy to always say yes to clients; we are always pushing ourselves as a business.
The exact design of the sculpture and many details of the project were kept secret until its release. But even under these conditions, a collaborative working relationship thrived over Slack and video calling. This collaborative approach from the outset resulted in a bespoke acrylic product that that is housed exclusively at the headquarters of Hennessy in Cognac, France.
We hope to work with MMLF on another future project and have taken a lot from how long distance product development can be an engaging and collaborative experience for both the client and the team here at midton. If you’d like to commission a bespoke acrylic design, perhaps for engineering purposes or for an award, please don’t hesitate to get in touch.