Opportunity
Ahead of the King's Coronation, Kit and Caboodle were briefed by Four Communications and the New West End Company to design and create 3x interactive selfie moments that would celebrate the historic occasion in a playful way. These were to be placed around high-footfall sites around the London’s West End, principally Oxford Street. Bustling with tourists, shoppers and local office workers, we were challenged to capture the attention of a wide target audience within a limited area of footfall traffic.
Ambition
To design an interactive selfie moment that would encourage passing interaction and instagram shares by individuals, capturing the nation's joy for the upcoming Coronation. We achieved this by creating a striking visual moment that incorporated the traditional royal aesthetic but with a youthful twist, in order to achieve mass social media coverage and cross-generational social content capture.
How
Our own designers worked alongside artist Ruby Taylor to incorporate her bespoke artwork into aspects of the overarching designs. We commissioned pattern designer Bella Gomez to illustrate a bespoke floral pattern, inspired by the Coronation emblem. Pulling together both traditional and contemporary styles to create an asset that was instantly recognisable and associated with the King's Coronation whilst remaining photo-worthy was quite a challenge, but we achieved it. We created a 2m tall, double-sided, totem with a 3D throne featured on the front face, encouraging visitors to sit and pose beneath an illustrative crown. With the reverse featuring the iconic British telephone box offering a secondary photo moment for visitor interaction, this attracted a constant flow of attention from shoppers, tourists and residents alike - include a few adorable dog selfies, complete with crowns. Working with our client, a high rate of social media coverage was achieved.
