The Brief
For the anniversary of their first UK mobile phone call, Vodafone wanted to recreate a 1984 street where visitors could experience everything they now take for granted through their mobiles.
The Idea
To help Vodafone celebrate the 30th anniversary, we built a temporary street in Covent Garden — shop fronts, a cobbled street, photo booths, a digital post box, street furniture and actors in character as ’80s Londoners.
How It Worked
Every store carried a digital layer of activation bringing the experience back to the present day. The Vodafone Store was the hero of the street, styled as a replica of one of the brand’s first UK retail shops. Spotify Records brought a current app used by millions back to its roots with a fully functioning record store. The NOW TV store paid tribute to the long-lost VHS rental shop, stocked with over 300 well-known films. The final store was the Vodafone 4G Arcade, a neon-lit homage to an ’80s arcade, complete with a crane grabber. And, naturally, David Hasselhoff dropped by with KITT.
My Role
I took an idea for a retro store — originating from Vodafone PR — and turned it into a full street that reflected everything you can now do on your mobile, down to the copy on the posters and the staff scripts in the arcade and video store.
