Case Study: Outernet creates an iconic immersive destination with Imagination

Immersive Destination Development, Central London

Imagination partnered with Outernet to create a new landmark destination in Central London's St Giles Circus. The challenge was to develop a highly flexible, mixed-use hub on a site with enormous daily footfall that could accommodate offices and residential space while also serving as a dynamic platform for 21st-century brand experiences and live launches.

The solution designed by Imagination was a building that acts as a physical experience itself. They engineered a moving facade with operable louvres and created a central space that can completely reconfigure every 20 minutes to host a rapid turnover of activities. This resulted in Outernet launching an iconic destination that established a revolutionary platform for experience marketing, providing visitors with a highly dynamic environment where the architecture transforms around them.

Outernet