In an era in which smartphones are akin to consumers’ significant others and life is to be shared via social media, before it is lived, the experience economy is in the midst of a significant boom. In the age of performative living it is little surprise that 65% of adults say they would spend money on experiences rather than possessions, rising to 72% of Millennials, according to Mintel’s latest British Lifestyles Report.

The growth of this experience economy is an ever increasing focus for brands who are raising their investment in experiential marketing. The latest example of this trend is Vodafone’s new brand Unlimited positioning for which Haygarth created a #BeUnlimited activation that was part installation, part light show. Built into the back of a shipping container, the fully immersive experience invites shoppers to experience a life without limits.

The activation aims to take consumers on a sensory journey through video and visual experiences, from an infinity mirror to a selfie booth. Consumers were also encouraged to share their experience online with a chance to win the latest Samsung smartphone. The activation started at Westfield White City in London and is also heading up to Edinburgh for the Fringe festival and Newcastle’s city centre.

The activation was inspired by renowned Japanese artist Yayoi Kusama’s Infinity Mirror Rooms, photos of which litter social media. Kusama’s first Mirror Room was created in 1965 and she has since produced more than twenty around the world, each creating the ultimate mirror selfie.

Kusama’s relevance has only heightened over the last decade as there has been a renewed focus on experiences and virtual spaces. With this experience, the brand becomes ideal Instagram fodder. The nature of the installation creates a kaleidoscopic environment giving the illusion of infinite space which becomes the perfect metaphor for Vodafone’s new Unlimited positioning. When art reflects life, and, more importantly, brand messaging.