Game of Thrones Tapestry : D&M x Publicis London
Between 2017 and 2019, Dash & Miller played a central role in the conception and creation of a monumental 90-metre hand-woven jacquard tapestry a landmark collaboration in modern textile storytelling.
Commissioned by award-winning advertising agency
Publicis London, the project offered an ambitious, illustrative retelling of the entire Game of Thrones saga, inspired by the legendary Bayeux Tapestry.
Working in close partnership with London illustration and production company Jelly, we pioneered a bespoke visual language to seamlessly translate Jelly’s digital illustrations into woven form.
Our designers sourced authentic linen yarn from Ireland and developed a unique palette system using woven structures to mimic the historic aesthetic of the original Bayeux Tapestry. This innovative system enabled Jelly’s illustrators to assign colours within their digital artworks that could be translated into hand-woven textiles with precision.
The initial 66 metres, covering seasons 1 through 6 of the HBO series were completed in time for the premiere of season 7. As each episode of season 7 aired weekly, new scenes were woven at our Bristol-based studio, with the process captured via time-lapse photography for global social media campaigns, further amplifying the project’s reach and engagement.
Each woven panel was then hand-embroidered at the Ulster Museum in Belfast by a team of 15 skilled crafts people all former linen industry workers, whose expertise tied the project back to Ireland’s rich textile heritage. The completed panels were scanned in high resolution for an interactive app created by Tourism Ireland and later seamlessly joined for physical display.
Following the season 8 finale, the finished 90-metre tapestry was unveiled at the Bayeux Museum in Normandy, France a symbolic homecoming to the birthplace of its historical inspiration. The final piece stands as both a contemporary artefact of pop culture and a tribute to traditional craftsmanship, bridging heritage and fantasy through a uniquely ambitious creative process.
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