Creating an Omnichannel Experience for boohoo

Goal: To create a technology-driven inspirational multipurpose office and showroom and event space.

boohoo group required corporate offices that could serve as an inspirational workspace that represents the boohoo brand ethos, being “agile and fast paced with a swagger in its step.” The corporate space also had to provide an impressive space for public-facing events such as fashion shows or media presentations.

The corporate office needed to be flexible enough to provide opportunities to showcase the many brands under the boohoo umbrella and communicate the technology focus of the company.

Challenge: To find a technology partner who could handle the complexity of the project, creative vision and confidently deploy and support the solution.

boohoo required an office omnichannel experience with strong visual elements that ran throughout the corporate space. The finished result needed to be visually stunning, reinforcing the ambitions of the boohoo brands and inspiring staff while also being flexible enough to be used as an event space. The finished result needed to be unique and to such a high specification that it would prompt conversations and encourage participation in the boohoo brand across social media.

To partner with creative and technology teams at inurface media and Scala to create and deploy a solution that was complex, impactful, and scalable.

Recognizing the opportunity to be truly innovative and groundbreaking, inurface media selected Scala to provide the technology to bring their creative vision for boohoo to life. inurface media supplied several LED screens throughout the boohoo spaces, all running on Scala CMS systems. The combination of these digital solutions doesn’t only meet the needs of boohoo now but would also be flexible enough to grow along with the fashion brand.

Several solutions were designed for boohoo to create a digitally immersive environment that, while visually stunning, also provided boohoo with multiple ways in which to use their office spaces to best serve the staff, clients and guests.

The 490 square meter showroom space within the London Regent’s Street office provided a unique opportunity to creatively display the breadth of the boohoo brands. inurface media designed, procured and installed a bespoke LED Wave Wall spanning the wall and across the ceiling. Curving across the showroom space, the 3 x 5.25 meter wall with a 1536px by 2688px resolution, commands attention with ‘always on’ content streaming across the oversized screen managed and maintained through Scala CMS. Scala digital signage management software allows boohoo and inurface to create time tables and playlists that keep their visitors and staff up to date with the latest marketing campaigns and adverts.

To complement the massive Wave Wall, several large-format LED screens were also designed, built and installed by inurface across the three floors of the London premises. Powered by a Scala player these screens can show their own independent content or run content that synchronizes with the other screens and the Wave Wall. This content is streamed from a centralized CMS designed by Scala.

inurface media also installed 10 street-facing LED window screens in the London office to catch the attention of those passing by. Serving as an external-facing showcase for the boohoo brands, these window screens also welcome staff to work and provide a visual reminder of the boohoo brands, their products and the values of the company. The high-bright screens provide an image clear enough to be visible from the street outside regardless of the weather conditions.

A selfie mirror introduced an interactive touchpoint for boohoo staff and visitors that also gave guests visiting the boohoo London office an opportunity to create shareable social content. Utilizing a pre-existing Scala retail solution, the selfie mirror is pre-loaded with a variety of filters which can be updated as needed. Visitors to the Great Portland Street showroom can take pictures using the mirror which can then be downloaded onto a personal device using a unique log in.

The new boohoo office spaces redefine what is possible within a corporate setting, providing an experiential center that serves staff and inspires performance while also working as a showcase for the brands for all stakeholders including team members, partners, celebrities, investors and press.

The combination of engaging digital displays employed within the solution creates an award-winning modern workspace and showcase for the boohoo brand. Performing an internal communications function as well as conveying the ethos of boohoo to visitors and passersby, the flexibility of the digital signage means that content can change with seasons, campaigns or news relevant to the boohoo business.