Anatomy Of A Special Build
Every form of out-of-home (OOH) advertising brings its own strengths — from the wide-reaching coverage of multi-site campaigns, the dynamic motion and audio of our Orbit digital screens, to the commanding presence of large-format posters. At Limited Space, we’ve harnessed all of these tools to continually deliver powerful campaigns across UK shopping centres for more than 20 years. But there are some briefs that sometimes call for something a little more, well…special.
Special builds are an ideal way to build on the impact delivered by traditional OOH formats and bring a new dimension to a campaign. Creating something uniquely tangible, special builds bring brands into the real world, helping to blur the lines of reality between an advertising site and the environment surrounding consumers.
Whether it’s through 3D structures, sensory elements, or creative textures, special builds offer a new dimension in shopper engagement. Eye-catching, immersive, and iconic, they’re becoming an increasingly popular way for brands to make a statement that doesn’t just get noticed — it gets remembered.
Discovering what’s possible
When it comes to what’s possible, we like to keep the brief as open as the imagination allows. Our shopping centre environment offers a controlled, premium space that’s perfectly suited for creating unexpected moments — reaching an audience in a leisure mindset, open to discovery and ready to engage.
We approach every campaign with the belief that, within reason, almost anything is achievable. Working closely with our property and production partners, we explore every creative and logistical avenue to bring a brand’s vision to life in a way that’s both impactful and seamless.
Here are just a few examples of how we’ve brought that thinking to life:
Hanging 3D Installations
One of the most striking ways to create instant impact, 3D installations suspended from our Banner locations never fail to turn heads. Positioned in the heart of shopping centre atriums, these high-footfall, open spaces are designed to draw the eye — and 360-degree visibility ensures that every detail of the installation is on full display from every angle. From a giant, airborne Angry Bird to a flawless replica of the Marc Jacobs fragrance bottle, and even the world’s largest JD Sports duffle bag, our 3D builds bring brands to life in spectacular fashion.
Format Extensions
Expanding on existing formats is a powerful way to push the boundaries of traditional OOH and create something truly immersive. Thanks to 100% share-of-voice across our networks, brands have the freedom to go bigger, bolder, and more creative — without having to compete for attention. We’ve helped campaigns spill out of the frame and into the real world, whether that’s Virgin Media’s ‘un-limited’ branding bursting beyond the site, Netflix adding 3D Bees to our Panoramic formats, or STUDIOCANAL transporting shoppers to the jungles of Peru with an unforgettable special build.
Special Production Techniques
Impact doesn’t always have to come from scale — sometimes, the magic is in the detail. We use innovative production techniques to add texture, shine, and intrigue to static and digital OOH formats alike. From mirrored or glittered vinyls to entire furry surrounds on our Orbit screens, these tactile finishes bring a layer of surprise and interactivity that invites shoppers to take a closer look — and creates a moment worth remembering.
Bespoke Installations
Sometimes, the most memorable campaigns are the ones that reimagine a space entirely. Our bespoke installations are all about adding the extraordinary to the everyday — transforming underused or overlooked areas into standout moments of brand engagement.
By stepping outside the bounds of our traditional formats, we help brands surprise and delight shoppers with experiences they don’t see coming. Whether it’s the LEGO Group turning a standard escalator into a playful slide for World Play Day, Paco Rabanne making a bold statement with a ceiling vinyl that dominated the skyline, or our one-of-a-kind atrium banner suspended between two levels of the mall, these installations prove that with the right idea, any space can become a stage for impact.
Multi-Sensory Enhancements
Why stop at just visual impact when you can engage more of the senses? By incorporating elements like sound and scent into a campaign, we create deeper, more memorable connections between brand and audience.
We’ve brought fragrances to life with scented activations, whether it’s introducing a new perfume, infusing the air with calming aromas to support E.ON Next’s stress-free packages, or even using peppermint to create a chilly, immersive experience for the BBC — transporting shoppers into the icy world of His Dark Materials.
By tapping into multiple senses, these campaigns go beyond being seen — they’re felt, remembered, and talked about.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.