EG! Creates 'TREE OF JOY' India’s First ‘SOCIAL’ Christmas Tree

Industry Watch | December 24, 2019 | Press Release

EG! The Pavillion, Pune

The Experiential Design Agency EG!, has created this year’s show stopper for Christmas at, The Pavillion, Pune. ‘The TREE OF JOY’ is based on the insight of consumer affinity for sharing experiences instantly with their friends, family, and followers. 

This artistic piece is a 30 ft tower, an intricate structure made of Iron, Steel & Aluminium and provides a housing for 32 LED TV screens, each of 40” size to give it a shape of a traditional Christmas Tree. Except that when it comes alive, via a specially designed software, the Tree becomes a LIVE thriving X’ mas Story with images & videos running creating a festive, heart-melting X’ mas mood. 

It enables patrons to have a selfie taken and seeing that flash on all the 32 TV screens on the Tree as well as stream it on the social media feed! The creation of the TREE OF JOY, by EG! an agency with a team of 40 people takes special care to ensure uninterrupted power supply and a special 4-screen console controls the installation, all day long.

Nishank Joshi, Chief Marketing Officer, Nexus Malls, said, “At Nexus Malls, we take great pride in delivering innovative experiences for our patrons. So, when EG came up with the unique concept of The Tree Of Joy, it was hard to let go of this opportunity. We are delighted to partner with EG! who share the same vision as us in taking a concept from ideation to reality and bring expected consumer delight. Hats off to another superlative creation from EG! experiential design house.” 

Vjay Dewan, Chief Creative Guardian, EG! said, “What better occasion than Xmas to showcase how innovation can take a traditional universal metaphor and bring unimaginable delight! The TREE OF JOY at The Pavillion Mall, Pune is a landmark installation, the first of its kind in the country, that exhibits culture -both festive & youth- and makes it relevant to times. It also showcases key agency traits of EG! that of combining the Onground with the Online seamlessly.'” 

 

It is a 30 ft tower, an intricate structure made of Iron, Steel & Aluminium and provides a housing for 32 LED TV screens, each of 40” size to give it a shape of a traditional Christmas Tree.

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