In concepting the approach for 007 ELEMENTS the objective was to add an entirely new dimension to the world of film and develop a new typology for cinematic experience. This concept comes to life more than 9,800 feet above sea level at the peak of Gaislachkogl Mountain, high above the town of Sölden in Austria, where key scenes from Spectre were filmed.

To realise this ambitious endeavour, Jakob Falkner (Managing Director of the cable car company Bergbahnen Sölden) brought together an all-star team to craft and design an environment that would authentically embody the spirit of the 007 franchise and the cinematic pioneers who have brought it to life over the years. Bringing aspects of the filmmaking process into the physical realm and making them more interactive was also a consideration of the concept; from art direction to technological innovation, soundscape to photography.

The overarching creative concept of 007 ELEMENTS was to create a destination for fans to engage directly with cinema's most iconic brand, 007. The cinematic installation guides guests through a series of nine galleries and an outside plaza, complete with stunning panoramas, dramatic soundscapes and breathtaking interactive content. As the only permanent physical space where fans can engage directly with the brand, 007 ELEMENTS is a unique testament to the success and longevity of the franchise.

The spatial design of 007 ELEMENTS is integral to the user journey, adding depth and credence to the experience. The conceptual approach to the design is also a direct reference to the legacy of cinematography, forcing perspectives where possible to turn every guests’ point of view into the camera itself; experiential design that speaks in the voice of a cinematographer.

The core target audience for 007 ELEMENTS are the true fans of the 007 franchise. Our broader target includes a much wider range of attendees; cinefiles, adventure seekers, alpine sport enthusiasts, architecture buffs, and beyond.

The key to the entire experience is the immersion of the guests. By repeatedly breaking down the “fourth wall” that separates attendees from the cinematic world of James Bond, the journey engenders a feeling of spiraling deeper and deeper into an actual Bond film and strengthens the emotional connection to the brand. The interior spaces envelop the guests and become an integral part of our experience, re-enforcing the connection to the physical location and the stark material palette. Each unique facet of the installation, and of course the adrenaline that they help to create, come together to provide guests with the ultimate cinematic experience.

When considering the proposition of building a museum inside the top of a mountain in the Austrian Alps, bringing together the right group of people was the first priority of the job. The planning and development of 007 ELEMENTS took over two years, with the building phase beginning in June of 2017 and opening to the public in July 2018. The space itself covers roughly 1,300 square meters, and with the Alps as the backdrop for the experience, the scale becomes even more expansive. In total €15 million were invested into the projects’ development and execution.

The response to the installation has been resoundingly positive thus far. Since opening day, approximately 5,000 visitors every month have ascended to the Alpine home of the 007 experience. Close to two-hundred pieces of coverage have been published to date, with a readership reach of 2.97 billion and an estimated 4.66 million views. Coverage included articles in Forbes, Wallpaper, Time Magazine, Al Jazeera, The Today Show, The Guardian, CNN, MSN, Yahoo, GQ, and Bloomberg - to name a few.

‘Spectacular. Elements captures the film's brooding feel.’ - Wallpaper

‘This is a digitally led Bond experience inhabiting a space inspired by the jaw-dropping set design of Sir Ken Adam; each room looks like it’s been lifted from a baddie’s lair.’ - GQ

‘The best place to build a James Bond Museum? On a mountaintop in Austria, of course.’ - Time Magazine