The experience was produced by award-winning theater company Les Enfants Terribles, known for its work on "Alice’s Adventures Underground."

Having provided the lighting on a range of immersive projects, White Light was called upon to supply the equipment for the Canon launch.

Acrobats entertain guests.

Canon wanted to launch its new camera in a way that was interactive and provided the journalists with an unforgettable experience.

The concept of the launch was that a Canon ambassador was lost in the future, and it was up to the journalists to "find her." The creative team designed a variety of spaces, including the Lab, Missing Persons Room, Museum of Curiosity, Worker’s Space and the Gym, each of which contained clues and potential pointers as to where the ambassador might be.

The finale: Journalists find the ambassador in a space named Utopia. Here, she performs a beautiful aerial act, which the journalists photograph using the new Canon camera, thus allowing them to try out the latest model and all of its settings.

White Light worked closely with lighting designer Charlie Morgan Jones, whose role was to help tell the story and add to the immersive experience, but also allow the camera to take the best photos possible. To accomplish this, he had to hit specific lighting levels.

The Canon team toured the venue with a light meter to ensure the lighting was hitting the exact levels required, and the lighting team often had to adjust its lighting brightness accordingly.

When Charlie Morgan Jones first visited the site, it was a totally empty space. Using only the renderings and drawings he had, he approached the White Light team and worked closely with the team to obtain the exact fixtures he required.

This was a unique project in the sense that it was very "theatrical" yet wasn’t taking place in a theater space, management says.

As with a lot of events taking place in custom environments, the set-up time for the Canon project was extremely tight. The creative team had three days to set everything up, and "we were working alongside the construction team who were simultaneously building the set," they say.

Due to the fact that there was very little free space in the main areas, the team had to position the lighting desk in another room, meaning all the programming was done blind.

The launch was a success, attracting journalists from across the globe. The EOS R itself has also received rave reviews, the team says.

White Light celebrates another experiential event.