Tate X Uniqlo - #LondonDreaming

The art institution and the Japanese brand collaborated to bring us #LondonDreaming



  • Create a colourful photo experience for an interactive exhibition to celebrate the opening of the new Tate Modern building, Switch House.

  • The photo experience should be fun and unique, and the client wanted an experience similar to The Flash Pack’s Google Social ‘Bling Booth’.

  • The experience must tie in with the exhibition’s theme of an ideal future based on choices.

  • The visual aspect of the experience should fit in with the ribbon theme of the rest of the exhibition created by Uniqlo.






  • The London Dreaming exhibition occupied the entire sixth floor of Switch House, with the final experience being The Flash Pack’s interactive GIF booth.

  • The Mod booth was positioned in front of a changing colour light box, decorated with layers of ribbon to tie in with the theme of the exhibition.

  • Each user had the opportunity to pick one of six overlays from an inbuilt touchscreen that corresponded with their chosen future.

  • The images were available in the form of prints and animated into a 4 frame GIF. Both the prints and the GIFs were branded with a unique border based on the future chosen by the user. 

See more of the content created from London Dreaming here

  • Bespoke lightbox
  • GIF Booth
  • Branded Content
  • Social Sharing
  • Branded Microsite


  • 30,994 Total reach
  • 1,070 Total shares
  • 1,433 GIFs created