Following the launch of its Follow the Rabbit TV advertisement, O2 created a dynamic installation directly outside of its flagship store. The O-shaped doorway at the main entrance leads to a synchronized light show that is set to the music of a Chemical Brothers song, just as in the commercial. Over the course of the next few weeks, it is expected that the track will be played over 1,300 times for the ears of 250,000 music fans who will pass through the portal and experience the spectacle within.
O2 is encouraging people to "follow the rabbit to unforgettable live music nationwide," as it is offering dozens of gigs as O2 Academy venues. Some of the upcoming acts include artists like Hopsin, The Stranglers and Everything Everything.