- Beyond the Screen

iD transformed a prime retail unit on “The Street” at Westfield Stratford on behalf of Cornetto and brought to life a pop-up art deco theatre to premiere Two Sides, the latest in the brands award-winning Cornetto Cupidity series - exploring the trials and adventures of teen love. The experience bridged the gap between digital and reality through immersive 3D sound, but also transformed the screen into a live experience. Winner of two industry awards including; 'Best Experiential Creative Execution' and 'Best Disruptive Experience.'

How it worked

We knew that the 16-24 market that Cornetto wanted to focus on was content-saturated and demanded something truly unique to warrant their attention. Combining a 3D-sound cinema with immersive theatre, we created the worlds first binaural pop-up, a truly unique story-telling experience – ‘Cornetto Beyond the Screen.' The experience was live at Westfield Stratford between the 16th July - 6th August.

  • Shot in several cities across the globe, Two Sides, created by MOFILM and immersive arts agency A Taste of Space, is one of the first films produced using binaural sound technology - taking 3D sound to a new level
  • Using POV-camera work, Two Sides allowed viewers to switch viewpoints throughout the film, swapping between the two lead characters to enhance the sensation of being transported into the story.
  • Immersive live theatre show, created and directed by A Taste Of Space, included an interactive performance, featuring a choreographed song and dance show led by the film’s actors
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