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 Royal Albert Hall’s Tour Campaign

Boxpark’s Best Served Cold Event Series

The post Turning Commutes into Concerts: ROLI’s Brand Activation 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

Related Campaigns

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.

In September 2024, we partnered with Stella McCartney to deliver a bold, high-visibility Out-of-Home campaign across London, Paris, and New York City – three global fashion capitals and key markets for luxury consumers. The strategy centred around positioning the brand in front of high-net-worth individuals (HNWIs) through premium placements in high-fashion districts, ensuring the creative work landed with maximum cultural and commercial impact.

A Provocative Creative Statement

Stella McCartney’s message – “It’s about fucking time” – served as the campaign’s driving force. Provocative, unapologetic, and instantly attention-grabbing, the headline sparked widespread conversation and generated press coverage across fashion and culture publications. The combination of bold messaging and strategic media placement allowed the campaign to resonate far beyond its physical footprint.

City-by-City Breakdown

London

To reach affluent shoppers, commuters, and trend-shapers, we deployed a curated mix of:

• Digital 6-Sheet Bus Shelters in luxury retail and fashion districts
• Large-scale window vinyls offering immersive, street-level brand presence

These formats allowed the creative to shine in high footfall areas, capturing both local and international audiences.

Paris

Positioned in the heart of the European fashion world, the Paris activation included:

• Traditional 6-Sheets in prestige neighbourhoods
• Mirrored installations that created a dynamic visual experience and encouraged social engagement
• A standout wallscape at Galeries Lafayette – Boulevard Haussmann, giving the brand unmissable visibility in one of the world’s busiest luxury shopping zones

This combination delivered a layered, high-impact presence across the city’s most influential retail corridors.

New York City

To connect with style-driven New Yorkers and visiting fashion crowds, we secured:

• Digital bus shelters in Manhattan’s premium districts
• Large-format wallscapes strategically positioned to dominate key intersections

These formats maximised dwell time and ensured the creative message was impossible to ignore.

A Global Statement With Measurable Influence

The Stella McCartney campaign stood out not only for its media impact but also for its cultural one. The bold copy, paired with iconic placements across three fashion capitals, reinforced the brand’s commitment to innovation, disruption, and sustainability-led luxury.

This high-impact, multi-city rollout demonstrates how strategic OOH can amplify a provocative message and turn it into a global conversation. That is precisely what Stella McCartney achieved in September 2024.

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

London NYC Paris Roadside Stella McCartney Stencils Wallscape

Related Campaigns

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Jil Sander’s global DOOH landmark campaign

The post Stella McCartney Sets the Tone: A Paris, London and NYC Luxury Impact Campaign appeared first on Pack London.

Pack London partnered with Boxpark to promote their “Best Served Cold” event series taking place over the August bank holiday weekend to deliver a high-impact OOH campaign across London. This exciting event series celebrated music, food, and culture, offering a cool escape from the summer heat and bringing together thousands of visitors.

Our Approach

To generate maximum buzz, we rolled out a comprehensive outdoor campaign that immersed Londoners in the vibe of the event from every angle:

• Roadside 48-Sheet Billboards: Strategically placed along high-traffic routes, these bold billboards captured the attention of commuters and drivers alike, showcasing the vibrant visuals of the Boxpark event series.
• National Rail 4-Sheets: We targeted key rail stations, ensuring the campaign was visible to millions of daily commuters, creating anticipation and drawing crowds to Boxpark.
• Bus Shelters: With high dwell times, our bus shelter ads provided detailed event information and helped build excitement in local neighbourhoods.
• Legal Flyposting: Adding a street-level presence, our flyposter / wildposter frames connected with audiences in a raw and authentic way, perfect for engaging the youthful and urban Boxpark crowd.
• Hand-to-Hand Leaflet Distribution: To drive engagement on the ground, we deployed teams at key events and local Tube stations, offering targeted interaction with potential ticket buyers.

The Results

The campaign delivered:

• Widespread Awareness: Eye-catching creative assets brought the “Best Served Cold” event series into the heart of the city.
• Audience Engagement: The multi-format approach ensured that Boxpark’s message resonated with commuters, pedestrians, drivers, and local residents.
• Event Success: The campaign contributed to a buzzing bank holiday weekend, with packed events and high social media engagement.

Make Your Next Event Unmissable with Pack London

Looking to promote your event with a standout OOH campaign? Contact Pack London today to find out how we can help you drive ticket sales!

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

4-Sheet Frames Bus Shelters Flyer Distribution Hand to Hand London Rail Roadside Wildposting

Related Campaigns

Athletic Brewing’s London Marathon campaign

ROLI’s commuter brand activation

The post Bringing the Heat: Boxpark’s “Best Served Cold” Event Series Lands in London appeared first on Pack London.

We launched a striking street advertising campaign for Carhartt in central London, utilising billboards and wrapped kiosks in key arts and culture hotspots including Tottenham Court Road, Holborn, Warren Street, Mornington Crescent and London Fields. These strategic placements ensured maximum visibility and engagement with the brand’s target audience.

Where Workwear Meets Culture

The placements were chosen to put Carhartt in the middle of the capital’s arts and culture hotspots: Tottenham Court Road, Holborn, Warren Street, Mornington Crescent and London Fields. That is exactly where the brand’s audience of creatives, makers and streetwear devotees lives, works and socialises.

• Billboards: Large-scale visuals on main roads and junctions, giving the campaign scale and unmissable presence.
• Wrapped News Kiosks: Street-level placements at eye height, weaving the brand into the everyday fabric of the city.

Built to Last

Carhartt built its name on durability and utility, and the creative carried that same straight-talking confidence. The result felt less like advertising and more like the brand simply belonging to the streetscape, which is exactly where a label like this wants to live.

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

Billboard Kiosk London Roadside Street Advertising

Related Campaigns

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

Boxpark’s Best Served Cold Event Series

The post Carhartt Takes Over London’s Streets appeared first on Pack London.

Objective

Theory, the contemporary fashion brand, aimed to connect with fashion-forward audiences and trendsetters in London and Paris by delivering their brand lookbook directly to highly targeted neighbourhoods. The goal was to drive brand engagement and promote their latest collections among key consumers in the fashion, arts, luxury, and retail sectors.

Our Approach

Strategic Area Selection

We identified prime central districts in both cities, focusing on high-end residential areas, creative hubs, and luxury retail zones to ensure Theory’s magazine reached an influential and style-conscious audience.

London Targeted Areas:

• Mayfair & Soho: Key fashion and luxury retail districts.
• Shoreditch & Hackney: Creative and artistic communities.
• Notting Hill & Chelsea: Affluent areas with strong fashion influence.

Paris Targeted Areas:

• Le Marais & Saint-Germain-des-Prés: Centres of art and culture.
• Champs-Élysées & Opéra: Luxury retail and high-traffic zones.
• Montmartre: Artistic quarter with a unique cultural appeal.

Precise Delivery Execution

We utilised our experienced distribution teams to conduct a door-to-door drop of Theory’s magazine, ensuring complete coverage of the targeted postcodes. Our team engaged with concierge services and accessed secured residential buildings, achieving a deep market penetration.

Tracking & Reporting

To provide full transparency and accountability, we delivered:

• GPS Tracking Reports: Documenting the exact locations of the drops.
• Photo Evidence: Showcasing the magazines at the point of delivery.

These reports ensured total visibility of the campaign’s execution and helped Theory measure the success of the distribution strategy.

Results

• Extensive Reach: Thousands of magazines delivered directly to high-value locations in London and Paris.
• Targeted Engagement: Theory’s message reached core fashion and luxury audiences, enhancing brand affinity.
• Valuable Insights: Tracking reports provided Theory with data-driven insights into the geographical impact of their campaign.

Conclusion

Our door-to-door magazine distribution for Theory was a highly effective way to place their brand in the hands of discerning consumers in two of Europe’s fashion capitals. The combination of precise targeting, comprehensive coverage, and transparent reporting enabled Theory to amplify their brand presence and connect with influential audiences in the fashion, arts, and luxury sectors.

Want to Create a Targeted Distribution Campaign?

Contact Pack London today to discuss how we can help you strategically reach your ideal audience and deliver powerful results!

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

Door to Door Leaflet Distribution London Paris

Related Campaigns

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The post Delivering Style: Theory’s Door-to-Door Magazine Drops in London & Paris appeared first on Pack London.