Immersive Destination Development, Central London

Designing an iconic immersive destination as a beacon for Central London

Imagination partnered with Outernet to create an immersive mixed-use destination in Central London that combines retail, leisure, F&B and entertainment spaces. Spanning four new buildings and several existing structures, the destination is designed as a dynamic hub for brand experiences, live launches, urban leisure and dining.

Outernet needed to create a landmark destination in Central London, as part of the transformation of St Giles Circus on London’s Oxford Street. It is geographically at the intersection of Art, Culture, Music, Business and retail. A unique location with an enormous daily footfall. They asked us to develop a highly flexible destination that could accommodate residential and commercial offices while serving as a hub for dramatic brand experiences and launches in the 21st century.

Building a 24-hour physical experience

We designed the building to act as an experience in itself. The environment physically changes every hour throughout a 24-hour cycle, moving away from static architecture to create a living, breathing space for visitors.

Engineering a moving facade

To ensure the exterior is as dynamic as the interior, we integrated louvres on the outside of the buildings that can open and close. This allows the entire facade to move and adapt to different events and brand promotions.

Reconfiguring spaces for 20-minute activities

We designed a highly flexible central space at the heart of the destination. The area can completely reconfigure on a 20-minute basis to support a rapid turnover of live activities, music promos, and immersive brand experiences.

For the audience

Visitors engaged with a highly dynamic, mixed-use environment where the architecture physically transforms around them to host new retail and entertainment experiences.

For the brand

Outernet launched an iconic destination in Central London, establishing a revolutionary platform for 21st-century experience marketing and brand promotion.