Special VIP guests including Lady Gaga, Cheryl Cole and Dr Dre celebrated the launch of the HTC Sensation XL handset and HTC’s recent partnership with Beats - Dr Dre’s own brand of headphones - along with 2,000 others in Camden.
SSG used immersive lighting and projection effects to bring the old steam-engine repair shed to life for one-off performances from Will.I.Am and Nero, as well as DJ sets from Fedde Le Grand, Martin Solveig, Beardyman, Dirty South, and DJ Zedd.
The agency has worked with HTC for the past three years. SSG managing director Roger Smith said: "This was an exciting challenge for us, taking HTC into a new music space, whilst balancing the objectives of various stake holders. We are thrilled at the result, an HTC owned experience, showcasing the HTC innovation and the recent music collaboration."
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