Pride isn't just a party; it's a platform. So when London Pride came knocking, we knew our activation needed to be more than just a moment - it had to be a movement. We teamed up with Future Stores to turn their London flagship into a canvas for the queer community's truth.

Collecting Community

Before a single person stepped through the door, we were already sparking conversation. We launched a microsite asking one question: “How has being queer affected the way you see the world?” It was about collecting the community’s honest stories - the kind you can’t get with a focus group. This was the soul of the project, a living database of authentic queer experience.

Bringing Truth to the Streets

The live event was where all those truths came to life. We transformed Future Stores' Oxford Street space into a visual thunderclap of queer experience. Floor-to-ceiling ticker tapes, lit up in the colors of the progress flag, cascaded down the walls, each one a scrolling, living testimony.

Adding to the Noise

Engagement was key. We peppered the street outside and the entire venue with QR codes so everyone was invited to join the conversation. We designed a dedicated lounge area where people could hang out, recharge, and watch in real-time as their newly submitted answers joined the collective, a testament to the power of a single moment of shared experience.