British childrenswear brand Mini Boden has unveiled a Wind In The Willows pop-up at the London Palladium. The ‘pop-up storybook’, featuring E. H. Shepard’s timeless illustrations, immerses children in the story and characters that have inspired the Mini Boden range this season. Filled with fun, engaging and interactive elements and iconic illustrations, the space has been designed by Dalziel and Pow and creates a 3D world, like a fold-out scene from a storybook.
Mini Boden brand and product is seamlessly integrated throughout – from patterned bunting and picnic blankets to campaign imagery and a brand movie presenting a day in the life of Toad. The Wind in the Willows inspired collection will be showcased on simple wire figures topped with papier-mâché animal heads.
Touch-activated audio allows the viewer to ‘step into the story’: calls to action around the space invite children to press the illustrated characters to hear them speaking.
Created to highlight the new Mini Boden range and delight young theatregoers, 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.
The pop-up is positioned in the London Palladium’s Val Parnell Bar, perfect for children looking to further experience The Wind and the Willows during the intervals and before or after the performance. To direct families to the main installation, Dalziel and Pow also created a stand for the theatre’s entrance lobby, featuring a large-scale, hand-drawn illustration and directional cues resembling wooden road signs inspired by the WITW story.