Fabric softener brand Comfort has hit Outernet London’s screens with a multi-sensorial out-of-home experience designed to give visitors a 360°-summer experience.

Developed in partnership with media agency Mindshare UK, the experience will feature anamorphic 3D visuals of cascading petals and blossom that surround visitors using the venue’s immersive floor-to-ceiling screens.

The colourful extravaganza will be enhanced with specially composed mood-enhancing music as well as cutting-edge scent technology machines that will infuse the air with the Unilever-owned brand’s new fragrances.

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“We are so proud of this work. It is so exciting to be working with clients that are willing to step outside of category norms and use technology and a bold creative vision to elevate their brand proposition,” said Mindshare UK head of invention and partner, Ross Minton.

“Thanks to the incredible work from the teams at Outernet, Pixel Artworks, The Manual and Goat, we have created an unforgettable live experience that launches the Comfort Botanicals range in an engaging and disruptive way.”

Supported by social media activity, the Comfort experience will also be amplified by a series of Instagram-worthy activations.

Developed by WPP’s Goat agency, they will include a stylised phone box which becomes a disco at the push of a button, a luxurious bed surrounded by a sea of flowers, and a bus stop adorned with blossom-covered swings.