Swarovski asked for a ‘high-tech meets high fashion’ activation to highlight its partnership with the British Fashion Awards. After a number of years holding the event at the Albert Hall, they were after something to add new sparkle, engage with the fashion crowd and create a story that could play out in paid and earned media.

The idea was to develop and launch Crystal Vision augmented reality glasses, live on the red carpet. Those exclusively invited could see the Albert Hall transformed before their eyes into a shimmering explosion of crystal, with its crowning glory being the domed roof replaced with ‘the world’s largest crystal’.

Brand ambassador Miranda Kerr would lead the campaign online and in-store, adding true star quality.