New York, NY
Challenge:
We were approached to create a visual narrative for a full-scale 12,800 ft² projection across Prague’s Old Town Hall—an iconic landmark at the heart of the city. The goal: honor L’Oréal’s 115 years of scientific innovation, celebrate 4,000+ scientists, and highlight the remarkable 60% of patents led by women.
The task was to translate a century of progress into an artwork that felt alive on the façade. To turn data into emotion, science into light, and legacy into a public experience. And above all, to create something that would resonate with a Signal Festival audience seeking cultural meaning, not branded messaging.
Our Approach:
Looking at the smallest possible zoom — a handful of molecules drifting through empty space. As they multiplied and connected, an entire molecular universe emerged: a vast ecosystem evolving through time, hinting at the countless discoveries behind 115 years of scientific progress.
From this microscopic world, forms began to shift. Molecules reorganized, gathered momentum, and eventually bloomed into chrysanthemums — flowers chosen for their symbolism of longevity, care, and transformation. Their petals expanded across the historic façade of Old Town Hall, turning architecture into something alive, luminous, and ever-evolving.
The bloom became more than a visual gesture; it represented the real impact science has on the world of beauty — and the generations of women scientists shaping that future.
Results & Impact:
The projection became one of Signal Festival’s most widely seen works, reaching an estimated 10 million people through the live festival, press coverage, and digital platforms.
Beyond scale, the project presented L’Oréal’s research legacy as a large-scale public experience, rather than traditional brand communication. Using clear, poetic visuals, it made complex scientific ideas feel accessible and emotionally engaging.
For many viewers, the transition from molecular forms to blooming chrysanthemums created an unexpected sense of intimacy at monumental scale. The historic façade of Old Town Hall became a tribute to scientific progress — and to the women shaping the future of beauty innovation — communicated not through messaging, but through a shared visual experience in the historic city.
