Tu launches immersive Outernet London activation

Sainsbury’s clothing brand Tu has unveiled the second phase of its Autumn/Winter 2025 campaign with an immersive digital installation at Outernet London. The activation forms part of the brand’s Works every time platform.

Created by New Commercial Arts (NCA), the experience transforms Outernet’s 360-degree floor-to-ceiling screens to feature models walking catwalk-style in Tu’s Autumn/Winter range of clothing and accessories. Set against a minimalist white backdrop, the display carries the Works every time tagline across the visuals, with a QR code directing visitors to the Tu website.

The Outernet activation forms part of a broader campaign that spans outdoor, social, and print media. The media planning and buying were handled by PHD, while NCA, part of Ogilvy Group UK and owned by WPP, led the creative.

Hannah White, CEO, New Commercial Arts: “The Works every time platform is all about accessible and effortless confidence. The striking activation at Outernet London showcases this spirit – and its Autumn/Winter 2025 collection – on a bigger and bolder scale right in the heart of London.”

tuclothing.sainsburys.co.uk

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