EG! Lights up Oberoi Mall with a Tree made of 10,000 Dazzling Crystals

Marketing | January 8, 2019 | News in Brief

‘A sight to slip into fantasy; into the fashion capital of the world, where style and panache answer prayers of the globally trendy shopper’. With this mood in mind the international award-winning Experiential Design agency EG!, a brand of Experiential Art and Marketing Communications, that prides itself in creating original concepts to bring briefs to life, created this year’s christmas thematic for Oberoi Mall. 

Vjay Dewan, Chief Creative Guardian, EG! explained the thought behind this magnificent décor marvel, “To create a lit spectacle like no other, made of over 10,000 crystal beads intricately woven together into 4 golden cones that rotate independently of each other on a common axis bringing to the imagination of the city’s fashion-conscious the best of International Christmas celebrations.” 

The Tree took over 240 hours to be built, once on the production floor and is a tribute to astute engineering as much as to breath-taking design. It involved a design team of 6 that included 3D animators, sculptors and material specialists. To convert the design from drawing board into an AutoCAD design took over 200 hours beside the actual production where over 30 artisans worked on the intricate cones along with an engineering team to get the shape into place as also give its unique rotation over a period of 10 days! 

Commenting on this experiential spectacle, Reema Kundnani, Head Marketing, Corporate Communications, and Luxury Residential Sales, Oberoi Realty said “The year-end is a special time for our patrons and we wanted to create a magical and memorable experience for all of them while they shop for their festivities. The Tree is our tribute to all our customers who have made the Mall what it is today”. 

Christmas theme created by EG at Oberoi Mall, Mumbai.

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