London Dreaming

London Dreaming is a campaign and range of activities which celebrated Uniqlo’s sponsorship of the new Tate Modern opening.
Our challenge was to communicate this in as culturally authentic a way as possible, while keeping the project as imaginative, playful and accessible as both organisations involved.
I assisted on this project from start to finish while working as a Junior Creative at Anyways.
2016 was the 500 year anniversary of Utopia, a term and concept developed by philosopher Thomas More in 1516. He believed the only true way to achieve such a place was to ‘dream in the now’.
This was the starting point for London Dreaming, and it’s aim was to inspire Londoners to dream of a more creative future.
Throughout the month of June this message came alive in a variety of engaging ways, starting with a Time Out cover and all building up to the opening weekend of the new Tate Modern.
Tate Launch Weekend
We worked with interactive designers Studio PSK to devise an installation which took over an entire floor of the new Switch House building on the opening weekend.
As visitors arrived in the space they were each given a ribbon to attach to the future they most resonated with. In all there were six futures, each of which came in the shape of large wind blowing structures. As the ribbon votes added up the structures became more and more colourful and energetic.
Once a visitor had made their choice, they received a challenge card containing a playful brief to help make their future a reality.
Here 2016
A week before the new Tate Modern opened we organised an interactive London Dreaming installation at Here, It’s Nice That’s annual creative symposium.
Visitors were invited to dream up an answer to questions such as ‘You’re a famous artist in the year 2160, what’s your most iconic piece of work?’ or ‘In the future, what object would you love to see invented?’. Their responses were then brought to life by some of London’s best illustrators and added to a purpose built gallery, celebrating people’s vision for a creative utopia!
Uniqlo Windows
London Dreaming came alive in all nine Uniqlo London stores, where we worked with set designers Isabel+Helen to install wooden structures inspired by the Tate Modern’s iconic architecture.
These structures were also created to exhibit 200 artworks from young artists who, as part of Tate Collective, were invited to respond to the brief ‘Future’.

Project Tags


  • Anyways Creative logo

    Anyways Creative

    • Design
  • Tate Enterprises Ltd logo

    Tate Enterprises Ltd

    • Arts and Culture
  • Uniqlo logo


    • Fashion and Textiles