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.
London Palladium Theatre
British brand Boden was founded in 1991 as a mail-order business by Johnnie Boden. Loved for its sharp tailoring and insouciant prints, it quickly evolved into a household name selling to women, men and children all over the world.
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.
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