youtube.com/watch?v=Ebr-VaPx2Kc&feature=youtu.be
United Kingdom
16
LED Window Fins
14
LED Showcase Rails
1
LED Wave Wall
1
LED Mirror
Overview
Boohoo’s spaces don’t just host the brand. They have to be the brand.
Boohoo moves fast. Campaigns change weekly, collections drop constantly, and the brand’s visual identity is as central to its business as the product itself. When press, buyers, partners, and influencers walk into a Boohoo space, they expect to feel that energy immediately.
IUF has been the digital partner behind Boohoo’s showroom environments across two phases of the brand’s London presence. The first was a single, defining installation: a 3m x 5.25m LED Wave Wall in the original showroom, a floor-to-ceiling centrepiece that commanded the room from every angle. As Boohoo grew and moved to a new showroom at Great Pulteney Street, IUF returned to design and deliver a full digital suite for the next chapter, sixteen LED window fins, fourteen LED showcase rails, a custom selfie mirror, and a statement LED mirror, all working together as a flexible, multi-zone brand environment.
Across both spaces and both phases, the brief has always been the same: create a physical environment that keeps pace with the brand.
Journey & Experience
Two showrooms. One consistent ambition.
The Original Showroom: LED Wave Wall – A 3m x 5.25m floor-to-ceiling LED display that was the first thing visitors saw and the last thing they forgot. It carried seasonal campaigns, brand content, and ambient motion graphics that shifted the feel of the entire space, less like a screen, more like a living wall that changed with every collection.
Great Pulteney Street: Full Digital Environment – The new showroom went further. Digital woven into every zone:
- 16 LED window fins – synchronised or independent content across the showroom windows, flexible for any visit type or audience
- 14 LED showcase rails – behind product displays, visual storytelling that evolves as quickly as the collections alongside them
- Custom LED selfie mirror – an interactive, brand-aligned touchpoint for visitors
- LED mirror – a statement feature reflecting Boohoo’s creative confidence in the new space
Every screen runs independently or as part of a unified content strategy, giving the team control to make every visit feel considered.
Technology Architecture
Flexible content management across every zone, built for a brand that updates its visual world as often as its product range.
Core Infrastructure
- CMS – centralised content management across all display types, enabling updates to campaign visuals and brand content from a single platform
- Multi-zone control – synchronised or independent delivery across all 16 fins, 14 rails, and feature displays
Hardware Ecosystem
- 3m x 5.25m LED Wave Wall – original London showroom
- 16 LED window fins – Great Pulteney Street
- 14 LED showcase rails – Great Pulteney Street
- Custom LED selfie mirror and LED mirror – Great Pulteney Street
Implementation
Phase 1 – LED Wave Wall
- Spec confirmed with Boohoo’s creative team, dimensions, brightness, and content format requirements agreed
- Wave Wall installed, media player configured, content loaded and signed off
- Boohoo team trained on content scheduling
Phase 2 – Great Pulteney Street
- Full digital suite specified, installed, and configured across the new showroom
- Multi-zone CMS set up for synchronised and independent content delivery
Phase 3 – Go-Live
- Both showrooms live with campaign content active
- Boohoo team managing all zones from a single platform
Outcomes
A showroom that moves as fast as the brand
Across two locations and two phases, Boohoo’s London showroom reflects the energy and pace of the brand, updating with every campaign, adapting to every audience, never static.
Every space doing more
From the Wave Wall in the original showroom to the fins and showcase rails at Great Pulteney Street, every surface is now doing active brand work, carrying content, telling stories, creating impressions.
A partnership that grows with the brand
IUF delivered the original showroom experience, then came back to design the next one. That continuity is what makes the work land.
