A festive urban experience for our longstanding client Shaftesbury Capital, ‘Into the Light’ was a bold evolution in Carnaby Street’s famed Christmas displays.

We were tasked with creating a design-led light installation that would not only amplify Soho’s position as a globally recognised cultural and shopping destination, but also mark a time of optimism and celebration. A focus on a longer-term, more sustainable approach was also critical.

Paying homage to Soho and Carnaby Street’s avant-garde heritage and vibrant spirit, the scheme featured over-sized suspended geometric volumes and gold reflective surfaces that drew inspiration from the architecture of the street and the energy of its visitors.

A contemporary take on traditional festive displays, metallic surfaces contrast with surrounding stonework whilst angled blocks bring edge and drama. The dynamic lighting scheme augmented this, going from ethereal twinkling to an hourly two-minute show that shifts the energy through bigger movement and more dramatic shapes, pulsating up and down the street.

More than 60,000 energy-efficient LEDs went into the UK-made installation, supporting Shaftsbury Capital’s commitment to minimising its impact on the environment. Powered by green energy and designed to be reused for five years, the scheme’s adaptive functionality allows for reinvention over time.