Lush is set to launch a space-themed installation at London’s Outernet entertainment venue.
On 1 December visitors will be able to view a scent-infused half an hour premiere of Lush’s newest holiday campaign animation, ‘The Intergalactic Universe’.
The video was created to explore the body care brand’s ‘Intergalactic’ offering and promote the “out-of-this-world gifts” available for the festive period.
A two-minute animation promoting the business’ holiday collections will then play on loop from 1 to 7 and 10 to 16 December.
The venue, located on Tottenham Court Road, is said to be home to the world’s largest LED screen.
“Lush has always been big on storytelling and bringing our products to life for customers in one way or another,” said Jack Constantine, Lush Chief Digital Officer and Product Inventor.
“We are an experiential brand, so for that to translate into this kind of worldbuilding feels very natural to us, especially for our digitally native audiences.”
Lush worked with London-based animation studio Feral Child on the concept art and worldbuilding of the animation.
It also tapped Poole entertainment studio Realm Runners, which helped to create the story.
Both elements were then used by creative agency The Mayda Collective Co as the inspiration to create the multi-dimensional and immersive experience.
“Transforming the Outernet ‘Now Building’ into an Intergalactic Lush adventure was an adventurous project,” added Henry Foreman, Director of The Mayda Creative Co.
“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.”
The London Outernet activation forms one part of Lush’s holiday campaign for 2023.
Other brand activations include the ‘Black Hole’ photo booth in Lush Oxford Street and a glow in the dark scented mural in Whitechapel.