Pixel Artworks Transforms London Eye For New Year’s Eve With Hologauze Illusions

Immersive Production Studio Pixel Artworks has helped London ring in the New Year, delivering the Hologauze effects and bespoke projected content for The Mayor of London’s New Year’s Eve Fireworks broadcast.

Watched by many millions around the world, Pixel Artworks created an ambitious visual experience, using hologauze effects, centered around the message of unity.

Working with Identity, the lead experience agency, Pixel Artworks used emotive and universally recognisable imagery to celebrate togetherness and highlight iconic moments from 2025 that brought communities together.

The effect was achieved by projecting onto Hologauze, a specialized projection screen designed to create holographic effects. It’s a patented gauze coated with a highly reflective silver metallic layer. This unique design allows the gauze to reflect projected images or animations while still remaining transparent enough for viewers to see the fireworks behind it - a crucial part of making the illusion work on broadcast.

Building on this, Pixel Artworks pushed the creative potential even further, breaking the frame of the Eye itself. Content was designed to extend outwards and enter the frame, providing more opportunities to get creative and play more with perspective.

The 2025/26 story celebrated major cultural moments from across the UK, including triumphs from England’s women’s rugby and football teams, alongside Wicked. A wider message of unity and shared hope was delivered featuring the Mayor of London’s quote: "No matter what happens, London will always be a city of hope, and a place for everyone."

Pixel Artworks delivered the design, creation, and execution of the Hologauze content in close collaboration with Identity, which oversaw the overall creative direction, show design and delivery of lighting, fireworks, sound, and live event production.

Lizzy Gray, Head of Creative Production at Pixel Artworks, said: "New Year’s Eve is one of the most-watched moments of the year, and it’s a real privilege to help shape what people see as the clock strikes midnight. We wanted to play with perspective, push what’s possible with Hologauze, and give audiences something they genuinely haven’t experienced before. We started 2026 with an unforgettable experience for the world to see.”

Dan Colborne, Executive Creative Director at Identity, said: “New Year’s Eve is a rare moment when the world is collectively watching, and visual storytelling becomes the emotional language everyone understands. This year’s creative was about using scale, symbolism and perspective to turn hope into something you could literally see unfolding in the sky. By pushing the frame of the London Eye and layering meaning through imagery, we created a shared visual narrative that reminded people not just where we’ve been, but what we can move towards together. Pixel Artworks were instrumental in bringing that story to life, translating the creative ambition into a striking visual experience that resonated on a global stage.”

About Pixel Artworks

Established in 2005, global immersive experience studio Pixel Artworks has pioneered the use of light and pixel technology to develop magical and measurable shared experiences for the world’s largest retailers, brands, and entertainment venues. The epic, immersive artworks offer the unique opportunity for physical and digital interaction together - creating unforgettable memories and building hugely valuable, long-lasting emotional connections with people. For further information visit www.pixelartworks.com.