Matthias Hoegg Combines Physical and Digital with In-store Adventure for John Lewis

Not To Scale was approached by John Lewis to work on a project for the launch of their flagship store in Leeds. Director Matthias Hoegg applied his distinctive approach to design and succinct storytelling skills to create this animated installation for the feature staircase.

Combining the physical and the digital by incorporating the architectural elements of the background wall and covering 14 screens across 5 locations, the animation follows the adventures of a stick man hero moving amongst the blocks on a fun and surprising journey.