THE ROUTE

On the Roads LA Actually Rides

We partnered with Rapha to put its coastal LA campaign, ‘All roads lead here.’, on the exact roads the city rides. Not one site. A route: the boardwalk at Venice Beach, up the Pacific Coast Highway through Malibu, back through Santa Monica, inland to the climbs of Griffith Park.

• Venice Beach, the confirmed start zone for the LA28 Olympic Road Race
• Malibu & the Pacific Coast Highway, the open coastal corridor synonymous with LA road riding
• Santa Monica, home turf, anchored by Rapha’s Clubhouse at 1347 4th Street
• Griffith Park, the confirmed finish zone for both the LA28 Road Race and Time Trial

WALLSCAPE & BULLETIN

Impossible to Miss on PCH

The centrepiece: a Wallscape & Bulletin Domination at Pacific Coast Highway and Entrada in Santa Monica, the gateway corner where the coastal ride into Malibu begins.

We layered in street posters through Venice and Santa Monica and dedicated barricades around the Clubhouse. Repetition built into the rides LA’s cyclists already do.

From the PCH to the Griffith Park climbs,
Rapha owned the road.

Concentrated reach across Venice Beach, Malibu, Santa Monica and Griffith Park. High-frequency visibility to LA’s road cycling community, on their own routes and their own Clubhouse doorstep.

No single hero site. The whole route, owned.

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The post Rapha ‘All Roads Lead Here’: A Coastal Los Angeles Takeover appeared first on Pack London.

Pack London took IEM Cologne 2026 to the streets of the city that hosts it. Working with ESL, we ran a three-week multi-format campaign through May to drive ticket sales and buzz for the Intel Extreme Masters tournament at the Lanxess Arena, the venue Counter-Strike fans call the Cathedral of Counter-Strike.

A City Primed for the Cathedral of Counter-Strike

The plan combined traditional and non-traditional formats with precise targeting: gaming, retail and culture hotspots, the city’s busiest commuter hubs, and the approaches to the arena itself. By the time the world’s best 32 teams arrived to compete for the $1,250,000 prize pool, Cologne already knew.

The Formats

• Metro & Rail Digital 6-Sheets: Dynamic screens across the metro and rail network in the Deutz Trade Fair Area, minutes from the arena.
• Large Digital Infoscreens: High-impact digital placements at Central Station and the Deutz Trade Fair Area, reaching every wave of arriving fans.
• Premium Columns: Cologne’s iconic advertising columns carrying the campaign at street level on key roadside routes.
• Authorised A1 Street Posters: Street-level poster runs through the city’s gaming, retail and culture districts.
• Central Station Ground Poster: A floor vinyl pointing arrivals straight to the event: IEM Cologne, this way.
• Rail & Roadside Billboards: Large-format coverage on commuter rail corridors and main roads across the city.

Three Weeks to Fill the Biggest Stage in Counter-Strike

Esports audiences are young, urban and mobile, exactly the people out-of-home reaches best. Three weeks of citywide presence put one of gaming’s major international events in front of Cologne at every turn: on the platform, on the concourse, on the street and on the way to the arena doors.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

Digital 6-Sheets Rail Billboards

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The post The Cathedral of Counter-Strike: Taking IEM Cologne to the Streets appeared first on Pack London.

How do you announce the long-awaited sequel to a multi-million-copy bestseller? You stop time in the middle of London. For Penguin Random House, Pack London launched Audrey Niffenegger’s Life Out of Order, the sequel to The Time Traveler’s Wife, with a campaign built around a single image: a clock running backwards.

One Night, Three Landmarks

For one night only, large-scale projections took over three of the capital’s most recognisable locations: King’s Cross Station, Marble Arch and Waterloo Station. Each carried the reversed clock and a line every reader of the first book knows by heart: I love you always. Time is nothing.

The Clock That Ran Backwards

The creative did the storytelling on its own. A clock face turning the wrong way, cast across century-old stone, told commuters everything they needed to know: time travel is back. Against the night, the projections stopped foot traffic at some of the busiest points in the city.

From Landmarks to Bookshop Doorsteps

The spectacle was backed by a two-week run of floor stickers placed outside select bookshops across London, carrying the campaign from the city’s landmarks right to the shop door, exactly where an intrigued reader could act on it.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

Projections Floor Stickers

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The post Time Is Nothing: Launching Life Out of Order Across London’s Landmarks appeared first on Pack London.

When an iconic luxury brand like Wolford marks a major milestone, the world’s most stylish streets become the stage. In celebration of the brand’s 75th anniversary and its renewed creative vision, our team executed an expansive out of home rollout across the key fashion, high-net-worth individual (HNWI) and luxury districts of New York City, Paris, Milan, and Vienna.

Strategic Targeting: Where Fashion Meets Influence

For a brand deeply rooted in luxury and sophistication, placement matters. Our campaign focused on core urban areas where style, culture and premium commerce intersect:

• New York City: Fashion Avenue and chic neighbourhoods attracting both global tastemakers and affluent audiences.
• Paris: Haute couture hubs where fashion heritage is front and centre.
• Milan: The beating heart of Italian style and design.
• Vienna: Elegant boulevards with discerning luxury shoppers and cultural influence.

These metropolitan districts set the perfect backdrop for Wolford’s narrative of timeless elegance and modern reinvention.

Formats That Drive Brand Awareness

To reach audiences at multiple touch points throughout their urban experience, we deployed a dynamic mix of out-of-home formats including:

Digital Bus Shelters
Ground level digital panels in high footfall zones brought Wolford’s visuals to life, capturing attention with clarity.

Static Bus Shelters
Premium street level placements reinforced brand presence throughout prime commuter routes.

MUPIs
Strategically positioned in high footfall locations, these units offered repeat exposure throughout the day – perfect for reinforcing brand recall within luxury locations.

A Celebration Rooted in Heritage and Reinvention

As Wolford steps into its 75th year, the brand’s anniversary campaign does more than spotlight iconic wardrobe pieces – it marks a turning point in creative direction and business strategy. The special installation of the anniversary bodysuit and the broader marketing narrative reflect a renewed emphasis on design heritage, quality craftsmanship and forward thinking relevance in the luxury landscape.

This out-of-home rollout, aligned with Wolford’s strategic brand momentum, brought that ethos to life in the world’s most influential fashion capitals, speaking directly to audiences who value both sophistication and substance.

Big Impressions, Bigger Context

· 18M+ total campaign impressions across four global hubs
· Targeted exposure within fashion, luxury and HNWI districts
· Rich blend of digital and static out-of-home formats
· Amplified Wolford’s anniversary narrative and premium positioning

By placing Wolford at the heart of these distinguished urban landscapes, the campaign didn’t just advertise a product. It put a legacy centre stage.

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

Bus Shelters Digital Mupis Roadside

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The post A Global Fashion Statement: Wolford in NYC, Paris, Milan & Vienna appeared first on Pack London.

In one of London’s busiest transport hubs, we transformed the everyday commute into an extraordinary musical spectacle. For the launch of the new ROLI Piano, our team executed a dynamic brand activation at King’s Cross Station – turning the iconic concourse into a stage for innovation, performance and human connection.

This activation wasn’t just about visibility; it was about experience, surprise and engagement. Crowds passing through the station were treated to a moment that blended technology, artistry, learning and the joy of live music in the heart of the city’s rhythm.

A Bespoke Build: Classic Meets Contemporary

The centrepiece of the activation was a custom-built upright piano that seemed traditional at first glance – but as viral pianist Julian Cohen’s performance began, the transformation became clear. The upright piano was integrated with ROLI’s keyboard, supported by a full sound system and digital screens that amplified the immersive experience.

This bespoke installation wasn’t just a backdrop – it was a statement, marrying heritage design with state-of-the-art music technology.

Live Music Meets Flashmob Energy

At peak commuter times, the station’s concourse was taken over by a series of electrifying live performances including viral pianist Julien Cohen – a performer known worldwide for his joyful flashmob style and ability to turn any space into a moment of communal celebration.

What began as a solo set soon evolved into a full-on musical event throughout the day:

• Full orchestra and choir elements enriched the soundscape, infusing the activation with cinematic energy.
• Julien’s performance included standout pieces that echoed across the station, catching the attention of thousands of passers-by. (London World)
• Commuter participation was woven into the experience – with performers and spontaneous moments, drawing even larger crowds to stop, watch and share in the excitement. (Verge Magazine)

The atmosphere shifted from rush-hour rush to collective cheer, music and shared wonder.

Interactive Innovation: Music Learning in Action

Beyond performance, the activation spotlighted ROLI’s mission to reimagine how people start learning and playing music. The piano integrated the ROLI Learn App and Airwave, an AI-powered hand-tracking learning tool. Commuters were invited to step up and play their first notes right in the station.

Thanks to the piano’s light-up keys and real-time guidance, even complete novices were able to pick up simple tunes on the spot, turning spectators into participants and highlighting ROLI’s innovative approach to music education.

Turning the Everyday into the Exceptional

What might have been a typical December evening at King’s Cross became something else entirely – a shared moment of wonder, creativity and connection. Thousands of commuters paused, recorded, applauded and engaged with ROLI, creating a memorable intersection between brand, technology and the human love of music. (London World)

This activation wasn’t just about launching a product – it was about showcasing the future of music expression in real time and doing so in a place where people come and go every day. It turned a transit hub into a concert venue, an ad into experience and commuters into an audience.

Want your brand out on the streets? Browse our outdoor advertising services or get in touch.

Brand Activation Experiential London

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The post Turning Commutes into Concerts: ROLI’s Brand Activation appeared first on Pack London.

When a heritage brand like Mulberry reintroduces an icon, the stage needs to match the moment. For the relaunch of the legendary Mulberry Roxanne Bag – a defining accessory of early 2000s fashion – we delivered a high-impact takeover across the London Underground.

Tapping into the cultural resurgence of noughties style, this campaign was designed to immerse millions of Londoners in Mulberry’s heritage-meets-modern narrative whilst specifically targeting London’s high-fashion districts: Bond Street, Knightsbridge, Oxford Circus, Piccadilly Circus and Tottenham Court Road.

A Full-Funnel Underground Takeover

The execution ensured the Roxanne was unmissable at every stage of the commuter journey, particularly in the districts where high-fashion meets culture. We deployed a multi format strategy to create a consistent brand presence across the network:

Digital 6-Sheets
High-frequency, strategically placed digital panels delivered sharp, eye-level storytelling throughout high footfall corridors.

Digital Ribbon Escalator Domination
Dynamic ribbon formats transformed escalators into fully immersive brand moments – capturing attention during dwell time and reinforcing recall through captivating creative.

Static LEP Escalator Takeover
Full escalator panels takeover on both sides, surrounding commuters with Mulberry’s campaign visuals from entry to platform.

Trackside 16-Sheet Billboards
Positioned directly along platforms, this format delivered bold, high impact visibility to waiting passengers ensuring repeated exposure at key pause points.

Heritage Meets Cultural Momentum

The return of the Roxanne isn’t just a product relaunch – it’s a cultural callback. By aligning with the ongoing revival of early-2000s fashion, Mulberry tapped into both nostalgia and contemporary relevance. Featuring Cynthia Erivo as a modern muse, the campaign amplified the Roxanne’s appeal to fashion forward audiences across London’s most stylish districts.

Results That Travel

With 28 million campaign impressions across one of the world’s busiest transit systems, the campaign delivered both scale and impact reaching fashion conscious audiences at multiple touchpoints throughout their day. From platform to escalator, Mulberry’s message moved with the city – reintroducing an icon to a new generation, while reminding others exactly why it mattered in the first place.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

London Underground Tube

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The post The Roxanne Revival: Mulberry Reclaims the Underground appeared first on Pack London.

In July 2025, Pack London was proud to partner with one of the UK’s most iconic cultural institutions – the Royal Albert Hall – to deliver an OOH campaign promoting their behind-the-scenes daytime tours. These tours give visitors a rare chance to explore the history, architecture, and hidden spaces of the world-famous venue.

Campaign Overview

To raise awareness and drive ticket sales, we designed and executed a multi-format out-of-home campaign across London’s busiest transport networks. The campaign combined both reach and frequency to ensure the message connected with Londoners and tourists alike.

Formats included:

• Bus Sides – Engaging commuters and tourists at street level.
• National Rail 4-Sheets – Capturing attention in busy train stations for regional visitors heading into the capital.
• London Underground 4-Sheets – Placed in high-footfall areas across the Tube network.
• London Underground LEPs (Lift & Escalator Panels) – Dominating dwell-time moments with eye-level creative.

Results

The campaign achieved an impressive 13 million impressions, ensuring the Royal Albert Hall’s daytime tours were front of mind for both domestic and international audiences moving through London.

Why It Worked

By combining multiple OOH formats across bus, rail and underground networks, the campaign successfully targeted audiences at every stage of their journey. From the morning commute to tourist hotspots, the creative captured attention and built awareness in moments where people were most receptive.

A Cultural Icon, Front and Centre

The Royal Albert Hall has stood as a symbol of arts, music, and culture since 1871. Bringing the story of its tours to life across London not only highlighted the unique experiences on offer, but also reaffirmed its status as a must-visit destination for anyone in the capital.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

4-Sheet London Underground 4-Sheet Rail Bus Sides LEP

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The post Showcasing the Royal Albert Hall’s Tour Offering appeared first on Pack London.

We partnered with Clarks to launch their new PACE shoe range – an energetic, movement-focused line designed to celebrate comfort, style and everyday momentum. To match the energy of the product, we delivered a fast-paced, high-impact Out of Home campaign across London and New York City, rolling out in two phases: a teaser reveal and a hero launch burst.

The result? A global takeover that put PACE at the centre of culture, commerce and commuter life.

A Two-Phase Rollout Built for Anticipation & Impact

Teaser Phase

We kicked off with a disruptive teaser burst designed to spark buzz and early intrigue. Minimal copy, striking visuals and bold colour blocking created a recognisable motif that appeared across both cities before the final reveal.

Main Campaign Launch

Once the intrigue had landed, we unleashed the full creative, delivering scale, clarity and repetition across high-traffic pedestrian, commuter and retail hotspots.

Multi-Format Strategy Across Two Global Fashion Capitals

To ensure PACE was impossible to miss, we deployed a powerful mix of formats built for frequency, dominance and cultural relevance.

LONDON

• Bus Shelters delivering high-frequency street-level visibility
• Westfield London & Westfield Stratford 6-Sheets and Digital Spectaculars reaching premium retail audiences
• Oxford Street Digital Spectacular providing iconic central London impact
• London Underground 6-Sheets saturating commuter pathways

NEW YORK CITY

• Bus Shelters across Manhattan, Brooklyn and Soho
• Prime retail hubs including downtown shopping corridors
• Digital Trucks covering key fashion, arts and nightlife neighbourhoods

Across both markets, the creative strategy ensured consistency, brand recall and bold visibility from morning commuters to late-night city explorers.

117 Million Impressions & Massive Cultural Reach

With a thoughtfully sequenced strategy and placements in the most influential districts of both cities, the PACE campaign delivered:

• 117 million+ impressions globally
• High-frequency exposure in commuter and retail environments
• Extensive coverage in areas popular with Gen Z, young professionals and culture-focused consumers
• Strong brand recognition throughout the launch period

The result was a fast-paced, culturally integrated campaign that matched the energy of the product and embedded PACE firmly into the daily journeys of millions.

A Launch That Moves at the Speed of PACE

From London’s major retail arteries to New York’s creative neighbourhoods, the Clarks PACE launch delivered scale, movement and momentum – exactly what the new footwear range represents.

This multi-format global activation is a powerful example of how Out of Home, street media and digital amplification can come together to create a launch that is everywhere your audience moves.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

Bus Shelters Digital 6-Sheets Roadside Stencils Stickers Wildposting

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The post Clarks PACE: A High-Energy Global Launch Across London & New York City appeared first on Pack London.

We partnered with Self-Portrait to deliver a highly targeted fashion-forward OOH campaign celebrating their collaboration with Kate Moss.

Designed to feel organic, premium and embedded within the fabric of each city, the campaign utilised newsagent window displays across some of the most influential fashion and culture districts in London and New York City.

A Curated Approach to Location

Rather than relying on traditional large-format placements, this campaign focused on highly curated, street-level visibility – placing the brand directly within the day-to-day environments of its target audience.

New York City:

• Nolita
• SoHo
• Lower East Side

London:

• Mayfair
• Fitzrovia
• Soho

These areas were carefully selected for their high concentration of fashion conscious consumers, industry professionals and culturally engaged audiences – aligning perfectly with the Self-Portrait brand and the timeless appeal of Kate Moss.

Premium Simplicity with Maximum Impact

The creative from the Kate Moss Edit was perfectly suited to this format – clean, confident and instantly recognisable.

By leveraging newsagent windows the campaign achieved:

• Repeated exposure through high-footfall pedestrian routes
• Close-up engagement at eye level
• A native, editorial feel that blended naturally into the urban environment

This understated approach created a sense of discovery, allowing the campaign to feel less like traditional advertising and more like part of the city’s visual culture.

Hyper-Targeted, Culturally Relevant

Each location was chosen not just for footfall, but for context. From the luxury retail streets of Mayfair to the independent boutiques of Nolita, the campaign positioned Self-Portrait within environments that reflect its audience’s lifestyle.

This ensured:

• Strong alignment with fashion, retail and cultural hubs
• Increased relevance and resonance with the target demographic
• Enhanced brand perception through premium surroundings

Driving Visibility Through Frequency

With multiple placements across tightly defined neighbourhoods, the campaign delivered high-frequency visibility – ensuring audiences encountered the creative multiple times across their daily journeys.

This approach:

• Reinforced brand messaging
• Built familiarity with the collection
• Supported both awareness and consideration

A Modern Take on OOH for Fashion

This campaign highlights how non-traditional formats can be just as powerful as large-scale media when executed with precision.

By combining:

• Strategic location planning
• Culturally relevant placements
• Refined, high fashion creative

We helped Self-Portrait create a campaign that felt both premium and authentic, perfectly reflecting the spirit of the Kate Moss Edit.

Final Thoughts

In an increasingly digital world, this activation proved the value of tangible, real world brand presence – especially when placed at the heart of the cities that shape global fashion culture.

For Self-Portrait, the result was a campaign that didn’t just advertise – it belonged.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

Window Advertising Window Vinyl Windowscape

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Mulberry’s Underground takeover

Wolford’s four-city fashion statement

The post From Mayfair to Manhattan: Self-Portrait’s Kate Moss Edit Hits the Streets appeared first on Pack London.

Pack London partnered with Lost In Light, an immersive art and music event that transformed Shoreditch into a vibrant blend of visuals and sound. This campaign was not just about outdoor advertising. We delivered a 360-degree approach, handling everything from branding and digital strategy to PR and OOH.

Our Multi-Channel Approach

To make Lost In Light a must-see event, we combined eye-catching OOH formats with a robust digital and PR strategy:

Creative & Branding

• Logo Design: Crafted a distinctive logo that encapsulated the event’s vibe, blending artistic expression with a modern edge.
• Creative Assets: Developed a suite of striking visuals for OOH, digital ads, and social media, ensuring a consistent brand identity across all platforms.

Out-of-Home Advertising

• Bus Shelters & Roadside Billboards: Displayed bold visuals on high-traffic routes, ensuring the event captured widespread attention.
• Phone Box Vinyls: Transformed phone boxes into unique street-level adverts, adding to the urban aesthetic of Shoreditch.
• London Underground Billboards: Reached commuters with high-impact messaging at key stations.
• Ticket Gate Domination: A ticket gate domination at Shoreditch High Street, ensuring a memorable brand experience for daily commuters.
• Hand-to-Hand Flyer Distribution: Direct engagement at key events and tube stations, delivering a personal touch to the campaign.
• Clean Stencils: Innovative reverse graffiti stencils added a creative twist, turning pavements into artistic invitations.
• A3 Poster and Flyer Distribution: Targeted shops, bars, cafes, and record shops, aligning with local culture hubs.

Digital & Social Media

• Social Media Setup: Established official profiles on Instagram, Facebook, and TikTok.
• Content Management: Created and managed organic content, ensuring the brand’s voice was engaging and on-trend.
• Paid Digital Campaigns: Ran highly targeted ads across Instagram, Facebook, TikTok, and Google Ads, driving event awareness and ticket sales.

Public Relations

• Full PR Campaign: Delivered a targeted PR strategy reaching major UK publications including Time Out and Hypebeast, ensuring Lost In Light was widely covered across arts, music, and lifestyle media.

The Results

• Massive reach: The OOH achieved a huge 40 million impressions through a strategic blend of traditional and creative formats.
• High Engagement on Social Media: Organic and paid campaigns drove strong engagement, with a steady increase in followers, likes, and shares.
• Extensive Media Coverage: Featured articles in top publications helped solidify the event’s reputation and drove buzz across London’s cultural scene.

Bring Your Brand to Life with Pack London

From concept to execution, Pack London can help you grow your brand with a comprehensive marketing strategy that combines OOH, digital, and PR expertise.

Contact Pack London today to create a standout campaign for your next big event!

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

4-Sheet Frames Bus Shelters Clean Stencils Floor Stickers Flyer Distribution Flyposting Hand to Hand London Rail Roadside Stencils Wildposting

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The Royal Albert Hall’s Tour Campaign

Snapchat’s UK-Wide ‘Less / More’ Rollout

The post Lighting Up The Capital: Pack London’s Full-Service Campaign for “Lost In Light” appeared first on Pack London.