Topshop / Breast Cancer Now

Targeting Breast Cancer with Topshop

Interactive window display


Topshop wanted to harness their prime Oxford Street position to raise awareness of their clothing range being sold in aid of Fashion Targets Breast Cancer. Being on Britain's best known high street also meant competing against some of the world’s most innovative window displays, including next-door neighbour Nike Town's.

We were tasked with creating a captivating display capable of standing out and promoting the Fashion Targets Breast Cancer brand. It would need to be inventive to capture people’s attention day and night – but cost a fraction of the cutting-edge windows seen in other flagship stores. The aim was to create a talking point that encouraged people to share the charity’s brand on social media and bring people in store.


Our solution was a bespoke interactive LED logo screen that produced vivid displays based on animations we created. The screen was designed to work standalone but could also interact with other technologies including store lighting, social media feeds and even contactless payment technology that would trigger the display.

To maximise our budget the LED display was designed to be straightforward to install and easy to reuse – whilst the adaptiveness of its technology allowed new visuals and experiences to be created.


The charity’s brand gained visibility amongst an incredibly crowded environment. It's audience of social-media-savvy, fashion-lovers were drawn in by the glowing animated display. This led to people sharing photos of themselves next to Fashion Targets Breast Cancer’s logo.

The adaptability of the display gave rise to discussion on how to interact with audiences in new ways. Topshop and Fashion Targets Breast Cancer saw how technology could raise awareness for their brands in a highly cost-effective manner and lead in turn to fundraising opportunities.

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