2024 Wrapped at Limited Space
As the page turns on 2024, it’s clear this has been a year of remarkable transformation and growth for Limited Space. Marked by a renewed sense of vision and direction, we started the year with a purpose: to elevate our status across multiple levels, including brand, data and networks.
New year, new look
Starting with the obvious, things are looking a little different for us these days. We’ve embraced change in the most visible way possible: with a bold new identity that mirrors the innovation and energy that drives our work. As part of our mission to change the face of destination media, we knew it was time to lead by example—and that meant starting with our own. Launched in Q3 of this year, our rebrand was designed to capture the essence of a modern, dynamic, and digital-first mindset, setting the tone for our vision of the future.
More than just a new look, the rebrand represents a deeper alignment of our goals, values, and ambitions. This transformation is the cornerstone of a year filled with breakouts and breakthroughs, and it sets the standard for an exciting era ahead.
The Attention Space
One of the standout achievements of the year was the completion of a new, robust eye-tracking research study; an initiative that redefined how we understand audience engagement with our digital and static OOH sites. This study has enriched our insights and positioned us at the forefront of data-driven solutions, offering our partners a deeper, evidence-based approach to campaign design and attention measurement.
The research revealed that Mall retail formats outperform High St for audience Attention and Ad recall. Format size and the use of Motion have a strong influence on attention and recall. Incremental attention to Audio executions is generally realised among the ad’s target audience only, but they have a significant additional impact to amplifying ad recall amongst all groups.
Malls are seen as premium locations by all audience groups, a place to drive spending, and a destination location for leisure activities. The advertising tested across a range of categories was seen as highly relevant to the audience and the environment.
Expanding our networks
2024 has been a year of growth for our networks, having recently just announced a selection of new sites that are live now for advertisers to take advantage of, having added over 70 new full-motion screens to our national digital Out-Of-Home (DOOH) portfolio, including prime shopping centre locations such as Westquay, Festival Place, East Kilbride, Thistles, Princes Quay, Eastgate, Market Place Bolton and Liberty Romford.
And we’re not finished yet! With a host of updates still to come at the start of next year, we’re excited to share more about the development of our expanded network’s reach and enhanced quality of engagement opportunities for our clients in 2025.
Campaign Highlights
2024 was an extraordinary year, brimming with innovative campaigns that turned heads and sparked conversations across the industry.
A Towering Start to the Year
We kicked off the year with a bold and impactful campaign for the KFC Tower Burger. Utilising our Panoramic sites, the largest advertising format available in UK shopping centres, the campaign emphasised the towering size of the burger.
The creative concept, paired with the tagline “Vertically Gifted,” left a lasting impression at high-traffic locations like Manchester Arndale.
“Seeing the towering burger brought to life on such a massive scale felt like the format was made for this campaign. It’s a reminder of how our Panoramics transform bold visuals and clever messaging into unforgettable experiences.”
Valentine’s Day and Mother’s Day campaigns also stood out, with Toblerone reimagining its iconic triangle as a luxurious alternative to diamonds. These elegant creatives took over landscape Orbit screens in the UK’s most popular shopping centres, adding a touch of sophistication in the build-up to both holidays.
Immersive Creativity Takes Centre Stage
In spring, we raised the bar with L’Oréal’s Firework Mascara campaign. This anamorphic display gave the illusion of mascara bursting out of our DOOH screens, delivering a breathtaking, immersive experience that added an extra dimension to the campaign.
We also demonstrated our flair for innovation with the launch of The Garfield Movie. The standout activation included a furry wall wrapped around our Orbit Ownership site as well as 3D lettering — a tactile and memorable execution.
“Being involved from start to finish on the Garfield furry wall campaign was incredibly rewarding. Seeing clients thrilled with the results makes all the hard work worthwhile.”
The excitement continued with Rubicon’s vibrant takeover campaign, bringing "sunshine" to life across multiple formats. From fully wrapped Adlift doors and interiors to stunning Media Wall spaces, Rubicon’s branding created a dynamic and refreshing impact.
Celebrating Friendship and Fun
Mid-year, we hosted the Coca-Cola x Oreo campaign, which celebrated friendship with innovative formats like Adlift activations. The creative concept, where lift doors symbolically brought the two brands together, resonated with shoppers across multiple locations.
“Our Adlift and banner networks were the perfect platform to celebrate the partnership between two world-renowned brands. These unique multi-canvas opportunities allowed Coca-Cola and Oreo to tell the story of their ‘friendship’ across a succession of sites that would be seen multiple times across a single shopper journey.”
July saw our shopping centres turn bright yellow for the release of Despicable Me 4. Highlights included a giant atrium banner showcasing a flying Minion above the heads of shoppers and a 360° panoramic display at Highcross, where Minions playfully shot lasers onto the floor. This immersive execution was enhanced by an extension floor vinyl, creating a whimsical experience for shoppers.
For Borderlands, we delivered an impressive takeover at the Arndale and Bullring shopping centres. Panoramics, Media Wall displays and Adlift activations worked in harmony to bring the bright and bold branding of the film to life.
Interactive Adventures to End the Year
The final quarter of the year saw us embark on a visual adventure with Paddington in Peru. This campaign brought the beloved bear to life as he rode a 3D vine on our banners.
Orbit screens complemented this with stunning 3D jungle extensions, creating a charming and immersive experience.
“Bringing such a unique creative to life using 3D elements was incredibly exciting. It’s always rewarding to see clients elevate their campaigns to stand out, and this one looked amazing.”
We concluded the year with interactive campaigns that pushed boundaries. Our Orbit screen technology — with audio, gesture recognition, and touch interactivity — proved ideal for delivering an engaging activation for Transformers One, allowing OOH audiences to control character content displayed on screen through movement and touch.
Equally thrilling was our campaign for LEGO Technic. Both kids and adults enjoyed racing cars using touch-screen interfaces, showcasing how our interactive platforms bring brands to life in fun, memorable ways.
2024 was all about bringing stories to life in fresh, imaginative ways. Every campaign we delivered reflected our commitment to pushing the boundaries of what OOH and DOOH advertising can achieve.
As we look ahead, we’re excited to continue creating immersive, impactful experiences that leave lasting impressions on audiences and make brands shine brighter than ever.
Author: Samuel Maskell, Marketing Director - Mary Dona, Marketing Assistant