Revealing Spotify Wrapped at London's Outernet

Spotify Wrapped is a cultural phenomenon; a celebration of the music and podcasts that shaped the year, and for the 2024 edition, Spotify partnered with us to transform London’s Outernet into an immersive, two-day showcase, taking over its 16K screens and bringing the Spotify Wrapped experience to life in an entirely new way.

At the heart of the activation was the Now Building, home to some of the world’s largest LED screens. Here, visitors were surrounded by a 360-degree visual spectacle inspired by Spotify’s bold new Wrapped design system. Immersive animations celebrated the year’s top artists and tracks, while guests could see their personal Wrapped results projected onto the giant screens in a larger-than-life, unforgettable way.

Beyond the main NOW building, we extended the experience across a number of Outernet’s distinct zones. In the Now Vista space, we created bespoke tease and reveal animations for the activation, ensuring maximum visibility for Londoners passing by.

We also transformed the Now Trending space into a hub for intimate interviews and playful photo opportunities, using vivid Spotify-inspired backdrops. Together, these spaces complemented the main event, adding depth and variety to the Wrapped experience.

Ahead of the experience being open to the public, the activation kicked off with a launch event with some of the biggest names in UK music and podcasting. Artists including Sophie Ellis-Bexter, Nemzzz, Rachel Chinouriri and LeoStayTrill saw their Wrapped stats revealed on the Now Building screens, alongside podcasters Peter Crouch & Abbey Clancy (The Therapy Couch), and Tolly T, & Audrey (The Receipts Podcast).

Bringing the Spotify Wrapped experience to life in such an immersive way was an amazing opportunity. Taking Spotify’s new design system and pushing it further through animation on one of the most impressive LED canvases in the world was a challenge we were excited to take on. Seeing it all come together—bigger, brighter, and more dynamic than ever—alongside thousands of Londoners over the two-day takeover was something really special. It felt like a true celebration of music, creativity, and culture, and we’re so proud to have been part of bringing it to life.