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Use of digital in our new store concept for The White Company needed to be subtle and refined to fit with the lifestyle brand’s premium positioning. Our solution saw bespoke designs, text or animations being projected onto surfaces in five select locations around the store. The effect is intimate, elegant and a little magical.

Where, When

Norwich; August 2014

About the client

Founded 20 years ago as a retailer of premium bed linen, The White Company’s range today extends across interiors and clothing – a complete lifestyle brand – with an emphasis on quality craftsmanship and timeless style.

A bit more detail

Each projection is perfectly tailored to product and their situation in the store, from messaging scrolling across pillows encouraging shoppers to touch, to evocative imagery of natural ingredients in Fragrance.  


Several respond to the customers’ presence via motion sensors: in Kids’, three black and white circus characters (all inspired by the nearby clothing) appear on a poster, springing into colour and action when someone approaches. All micro-projectors are concealed in specially designed white ‘books’ to blend in with displays.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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