Developing the Intergalactic Universe for LUSH at Outernet London

Launched in 2022, London’s Outernet is one of the world’s most advanced public buildings and the largest digital exhibition space in Europe. Its immersive environments include the NOW Building, home to Europe’s largest LED screen, a four-story, floor-to-ceiling 16K display made of interlocking panels, paired with 70 reactive loudspeakers.

Our brief was to extend Lush’s 2023 holiday campaign, Intergalactic Universe, by using this unique space to create an immersive, multi-sensory experience at the peak of the festive shopping season. Running throughout December in the heart of the UK’s busiest city, the installation reached more than 1.5 million visitors each week.

In creating the Lush Intergalactic Universe, the vast scale of the NOW Building shaped every design decision. Each scene was crafted from a fixed point of view, placing viewers at the heart of the unfolding story and ensuring the experience worked from every angle in the space.

We also explored new possibilities for LED storytelling, using the building’s interconnected screens as one seamless canvas. Scene transitions flowed across the entire structure, moving audiences through the narrative without exaggerated camera moves. The result was a fluid, immersive journey unique to Outernet, elevating the storytelling in a way that felt truly original.

The development of Space B.O.T was central to the experience. As the guide through the Lush Intergalactic Universe, the character was brought to life from initial sketches to a fully realized CG creation. This was paired with the design of original environments and new story elements, adding narrative depth and enriching the viewer’s journey.

All of these components came together in a spectacular 26K resolution display. The premiere was elevated into a multi-sensory event, with Lush staff releasing fragrances tied to the products featured in the animation, creating a 30-minute scented experience that blended sight and scent for the audience.