Lush is gearing up to launch a captivating space-themed exhibit at London’s Outernet entertainment venue.
Starting December 1st, visitors will be treated to a sensorial half-hour premiere of Lush’s latest holiday campaign animation, ‘The Intergalactic Universe’. This immersive video has been crafted to delve into the wonders of Lush’s ‘Intergalactic’ product line while showcasing the extraordinary “out-of-this-world gifts” available for the festive season.
From December 1st to 7th and 10th to 16th, a memorising animation will be displayed, spotlighting the brand’s holiday collections. The venue, situated on Tottenham Court Road, specially designed for the expansive digital canvas of the Outernet – featuring floor-to-ceiling, 360-degree, 26k screens, the most advanced of their kind globally – the two-minute animation will continuously unfold, providing visitors with abundant chances to embark on a multisensory journey through a stunning celestial wonderland and completely submerge themselves in Lush’s Intergalactic universe.
Jack Constantine, Lush’s Chief Digital Officer and Product Inventor, expressed, “Lush has always been big on storytelling and bringing our products to life for customers in one way or another. We’re an experiential brand, so for that to translate into this kind of worldbuilding feels very natural to us, especially for our digitally native audiences.”
Collaborating with London-based animation studio Feral Child for concept art and worldbuilding, Lush also enlisted the expertise of Poole entertainment studio Realm Runners to craft the narrative. These creative elements served as the foundation for The Mayda Creative Co, the innovative agency behind the multi-dimensional and immersive experience.
Henry Foreman, Director of The Mayda Creative Co, shared insights into the project, stating, “Transforming the Outernet ‘Now Building’ into an Intergalactic LUSH adventure was an adventurous project. The pay-off of the experience within a 25-metre cube is unlike any other project I’ve undertaken. The sheer scale of the space is its biggest appeal, its greatest challenge, and also its largest reward. With an amazing team of artists coming together we’ve been able to transmogrify the space into an alternate celestial realm.”
This Outernet activation in London is a central component of Lush’s broader holiday campaign for 2023. Additional brand highlights include the ‘Black Hole’ photo booth at Lush Oxford Street and a luminous, scented mural in Whitechapel that glows in the dark.