Massive Attack Ritual Spirit: Creating an Immersive World Premiere Experience
Setting the Scene
In collaboration with Fursetgruppen, COLLECTIVE produced the world premiere event for Massive Attack’s music video Ritual Spirit featuring Kate Moss. Hosted at Ekebergrestauranten and the surrounding Ekebergparken landscape, the event transformed the restaurant into a cinematic cultural destination combining music, atmosphere, performance, and immersive guest experience.
Transforming the Venue
To showcase the full experiential potential of Ekeberg Restaurant beyond traditional dining, COLLECTIVE invited Massive Attack’s Robert Del Naja together with Anthony Tombling to Oslo for an exclusive release event. In collaboration with Øyafestivalen, Universal Music, and EMI UK, the premiere became a large scale cultural gathering blending film, music, hospitality, and nightlife.
Cinematic Atmosphere and Guest Experience
A total of 700 tickets were released for the event, including 300 VIP guests invited into a carefully choreographed arrival experience. Before the premiere, guests received hair and makeup styling at Adam og Eva at Steen & Strøm before being transported to the venue in chauffeured Tesla vehicles.
At Ekebergparken, guests followed a candlelit path leading toward the water pond where a large outdoor projection screen had been installed for the premiere screening. Surrounded by the Oslo landscape, guests were served champagne, food, and warm bottles while experiencing the launch in an intimate outdoor cinematic setting. Following the screening, the audience returned to the restaurant for dinner, drinks, and an afterparty continuing late into the evening.
CLIENT
Massive Attack
COLLABORATORS
Fursetgruppen
Øyafestivalen
Universal Music
EMI
LOCATION
Ekebergrestauranten
Ekebergparken
CATEGORY
World Premiere
Cultural Event
Experiential Production
DELIVERABLES
Concept Development
Creative Direction
Event Production
Guest Experience
Outdoor Screening Production
Hospitality Experience
VIP Coordination
Spatial Storytelling
On Site Production
Our Approach
Our approach focused on transforming a music video premiere into a fully immersive cultural experience where film, environment, hospitality, and atmosphere became inseparable. Rather than staging a conventional screening event, COLLECTIVE developed a sensory journey where guests moved through curated spaces and emotional transitions throughout the evening.
COLLECTIVE led the concept development, creative direction, and production of the world premiere, shaping everything from guest arrival and transportation to spatial storytelling and outdoor screening design. By combining cinematic staging with the natural surroundings of Ekebergparken and the social energy of the afterparty experience, the event positioned the premiere as both an international cultural moment and an unforgettable immersive gathering in Oslo.