The 90-second show - which was custom-designed to fit the unique architecture of the Yard in Shoreditch - was the centrepiece of a press event unveiling the cycling star's exclusive line of high-performance activewear and cycling accessories. It centred around six arch-shaped alcoves surrounding the audience and featured bespoke 3D sound design, immersing VIPs and press in the fast-paced world of CVNDSH.
Like Cavendish, the range is built for speed, so the projection featured blue-screen footage of him cycling at top speed and lightning-fast tracelines in his signature emerald green. It also included hero shots of the range, which includes helmets, jerseys and bicycle frames.
(Jim Evans)
