Immersive Brand Storytelling: The Now Building

Outernet London’s Now Building is reshaping how we experience storytelling in urban spaces. Located at Tottenham Court Road, this immersive public venue offers free access to one of the most advanced digital installations in the world. With 16K wrap-around LED screens, directional sound, and custom scents, the Now Building transforms its environment into a multi-sensory canvas for art, culture, and creativity.

This space is more than a technological marvel—it’s a bold statement about the future of shared public spaces. By offering free, immersive experiences, it invites everyone into a space where storytelling meets innovation, fostering a sense of community in the heart of London. Recent installations like Monolith, exploring themes of mental health, and FLOW, a reinterpretation of Western art movements through digital performance, have showcased the building’s ability to engage audiences with compelling narratives in new ways.

For brands, the Now Building represents an unparalleled opportunity to create immersive experiences for their products and consumers. Its cutting-edge technology allows for storytelling at a scale and depth that was previously unimaginable. By integrating their narratives into such an innovative space, brands can craft powerful, memorable interactions that go beyond traditional advertising to forge deeper connections with their audiences.

The Now Building also raises questions about the evolving relationship between modern architecture and London’s historic urban landscape. While its massive LED displays and futuristic design have been celebrated for their ingenuity, some have expressed concerns about its impact on the traditional character of Denmark Street.

Still, its popularity speaks for itself—drawing millions of visitors and redefining what cultural spaces in cities can be. The Now Building is a testament to how technology and design can expand storytelling possibilities, offering Londoners and visitors a space to connect, create, and imagine the future together.