Southgate Bath Colour Rain Sky

Visitors to SouthGate Bath are enjoying a brand new, immersive experience. A unique installation is transporting shoppers into a magical underwater world thanks to a 150m long river of colour rain ribbons. Hidden throughout the vibrant installation are 116 fish, each one carefully nestled within the display, inviting visitors to explore, discover, and count them all as part of the interactive experience.

The Brief

The brief was to transform a key city-centre route into an immersive, family-friendly experiential placemaking experience, an “underwater world” that guides visitors through the shopping and dining area.

The client wanted to drive commercial outcomes by helping to increase footfall, improve the overall visitor experience, and encourage people to stay longer and explore more of what SouthGate Bath offers.

The activation needed to be a social-first ‘shareable moment’ designed to generate organic content and visibility (notably short-form video captured beneath the installation).
Include an interactive layer hidden elements within the installation that encourage discovery and repeat engagement (the hidden fish within the canopy).
Lead with sustainability, embedding a clear environmental message and encouraging recycling on-site through a prominent feature element.
Plan and deliver installation with minimal disruption to trading, completing works over night-time shifts across three nights.
Ensure a circular end-of-life plan for the installation materials, including donation for creative reuse post-campaign.

The Solution

Part of the Festival of Nature, the huge overhead canopy guides visitors through shops and restaurants. The shimmering, family friendly summer display is already gaining thousands of views on TikTok, with people sharing short videos from underneath the canopy. People are certainly sharing the love for the magical idea!

The installation also carries a strong environmental message and encourages re-cycling through a larger-than-life recycling container fish! Plastic waste was planned to be collected and in collaboration with Bristol Avon River Trust, recycled or repurposed. In addition, the ribbons will have a new lease of life for reuse.