Back to


British childrenswear brand Mini Boden and The Wind in the Willows spring to life in our interactive digital installation. Created in collaboration with the new West End musical adaptation of Kenneth Grahame’s classic story, the ‘pop-up storybook’ featuring E. H. Shepard’s timeless illustrations immerses children in the story and the characters that have inspired the Mini Boden range this season. The installation can be discovered at the London Palladium, where The Wind in the Willows musical opened on June 16th, 2017.

Where, When

London Palladium Theatre

About the client

Boden is a British clothing retailer founded by Johnnie Boden in 1991 as a mail-order business. In 2017 we were briefed to design a destination store for Boden in London’s Duke of York Square – the first high street address for the mail-order and online business, laying the groundwork for future stores in 2018 and beyond.

A bit more detail

Filled with fun, engaging and interactive elements and iconic illustrations, the space creates a 3D world, like a fold-out scene from a storybook. Mini Boden brand and product is seamlessly integrated throughout – from patterned bunting and picnic blankets to campaign imagery and a brand movie presenting a day in the life of Toad. The Wind in the Willows-inspired collection is showcased on simple wire figures topped with papier-mâché animal heads.


The exhibition is non-transactional, but instead encourages a shareable experience via several fun social media photo opportunities. For example, children can pose in a cut-out of Toad’s car and honk the horn, or take selfies with Ratty and Mole and even enter a competition to win Mini Boden vouchers. There is also an iPad for email sign-ups, enabling parents to receive details about the new range.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

Sign up to our newsletter

Welcome to the Dalziel & Pow newsletter!

Check your email for a welcome message


You are already subscribed to our mailing list