In this exclusive interview, we sit down with Rebecca Menzies, Creative Director at Sculptivate, to uncover the story behind Carnaby Street’s newly transformed winter lights. Commissioned by Shaftesbury Capital, this ambitious installation goes beyond the typical holiday décor—fusing Soho’s rebellious spirit with immersive design and cutting-edge, sustainable technology.
From early brainstorming sessions to VR testing in stormy weather, Rebecca walks us through the collaborative process that birthed an evolving celebration of Carnaby’s iconic energy and creativity.
What was the brief?
Shaftesbury Capital wanted to reimagine Carnaby Street’s lights with Soho’s rebellious edge—fusing grit, creativity, and cool to spark a fresh, bold vibe that honours Carnaby Street's heritage while redefining winter celebrations beyond traditional Christmas decor.
How did the initial pitch/brainstorming phase go?
We homed in on the essence of Carnaby Street—its inventive brands, evolving architecture, and vibrant energy. Inspired by its playful spirit, and bold contrasts, we asked: How can we channel this creativity, dynamism, and flow into a design that truly reflects its unique character?
What was the process behind ideating the concept?
Our starting point was thinking about the essence of Carnaby Street. Then, we drew inspiration from immersive digital light art, exploring how animated light can evoke awe and wonder.
By experimenting with light points and 3D geometry, we created ever-evolving shapes that could transform year after year, serving as a canvas for fresh digital stories.
We encased these light volumes in architectural ‘bricks,’ blending dynamic design with lightweight, reflective gold mirror dibond. This material adds a festive, celebratory touch while reflecting the street and its people.
The geometric ‘star’ block emerged as a nod to Carnaby Street’s iconic crossings, disrupting building lines and creating a playful dance of light through the sky. The result is a magical installation that celebrates Carnaby Street’s energy, creativity, and the joy of winter.
What was the production process like?
Using energy-efficient LED technology required an experimental approach. We started with single-block tests, expanding to three blocks to refine materials, lighting, and animations.
Through 3D modelling and VR, we walked the street virtually, fine-tuning block placements and testing light flows across the architecture and crossings. This process helped us create moments of intrigue, with blocks angled to catch the eye and enhance the flow of people onto Carnaby Street.
What was the biggest challenge during production? How did you overcome it?
The challenge was to create a sustainable, semi-permanent installation that would define Christmas on Carnaby Street for the next five years.
We overcame this by combining modernist sculpture, cutting-edge technology, and the warm golden hues of the festive presence. The result is a striking yet timeless presence that captures the essence of Soho’s creativity and innovation, that can be transformed year on year.
What kit/tools/software were used to create the project?
The design was modelled in Rhino, with visuals created in Cinema 4D and Blender, enabling us to explore it in VR. For the technical rigging and engineering, we used Vector works to develop precise rigging designs.
What is one funny or notable thing that happened during production?
We held a test rig in an industrial estate in Worthing, suspending three blocks at street height. Battling 40mph winds and rain, we nearly called it off—but seized a 15-minute break in the weather to lift the blocks and test the animations.
Against the wind, we finally saw their impact as we walked beneath them—likely a bizarre sight for anyone watching us dash through the storm!
What’s the main message of this project and why does it matter?
The key message for us has been EVOLUTION. Moving away from the traditional decorations to a scheme which is made and inspired from the street it lives within, in its materiality and form through to the emotion it evokes, taking this opportunity to really celebrate Carnaby Street today.
Pairing this with an evolution in its approach to sustainability with a scheme with more than 60,000 energy-efficient LEDs that are designed to be reused for five years, the scheme’s adaptive functionality allows for reinvention and evolution over time.
How long did it take from inception to delivery?
We started the concept process during Christmas 2023 with the production manufacturing starting at the end of June 2024 and install at the end of October.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
On the street there is a wall of London Brick painted in staggered black and white blocks. It became a key image for us in the way the architecture of the street has evolved, been re-imagined and given a design edge.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
We worked in collaboration with the Shaftesbury Capital team who shared their consumer insights and worked with us in the brainstorming and concept stage to really draw out the brief of creating a scheme which imagined the decorations through the Soho lens.
The goal of sustainability drove the technical design. We really pushed the technical design to find an efficient LED light product and worked to really maximise all the materials and process for rigging the installation to ensure not only would its re-use be sustainable, but it would be a core goal throughout.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Initially, we delved into the rich history of Carnaby Street in the 1960s and 70s—the iconic mirror balls, shimmer discs, and the vibrant fashion of that era. This exploration inspired concepts that played with these materials, colours, and graphic styles.
While these ideas captured the essence of Carnaby Street’s past, we decided to shift towards a wider Soho-inspired design lens that embodies innovation, contemporary art, and the ever-evolving spirit of the area. That said, elements from our earlier explorations remain part of our creative toolkit for future evolutions of the scheme.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
We worked alongside the engineers and rigging team from the very beginning of the process, ensuring that the design lined through with the rigging points and loadings on the street. This allowed us to push the design to be as lightweight as possible while having a real sense of volume and impact in the air overhead.
What role did consumer research or market analysis play in shaping the concept and its execution?
We recognised that Carnaby Street occupies a unique position at the heart of Soho—it’s a destination that’s constantly evolving, and its visitors expect something fresh, bold, and impactful.
Insights reinforced there is a growing demand for more sustainable decorations, which informed our approach, ensuring that the concept was not only visually striking but also forward-thinking and environmentally conscious.
Our ambition was to create something that reflects Carnaby’s cultural relevance, while also championing sustainability at its core.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
VR to test out and communicate the design through the process.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
Our approach was to create a scheme that is uniquely Carnaby Street and Soho in its design origin—a celebration of place. By drawing on Soho’s rich tapestry of art, culture, and creativity, we ensured the design didn’t just follow trends but set them.
We used the latest energy-efficient LED lighting products and advanced software, enabling us to create decorations that feel more like immersive light art installations than traditional, off-the-shelf Christmas displays.
Importantly, we’ve also allowed room for the scheme to evolve. This adaptability means that elements can shift, expand, or be reimagined in future iterations, keeping Carnaby’s festive displays fresh and unexpected year after year.
What do you hope it achieves for the brand?
We hope ‘Into The Light’, delivers a festive urban experience that marks a bold evolution in Carnaby Street’s famed Christmas displays.
Over the decades, Carnaby Street has evolved from a counterculture epicenter of the 1960s to a dynamic, ever-changing hub for fashion, food, and creativity at the heart of Soho. Known for pushing boundaries and celebrating diversity, Carnaby has consistently reflected the cultural heartbeat of London.
This year’s display continues that tradition by embracing innovation and community, bringing together a vibrant showcase of light and artistry that celebrates the area’s iconic spirit and forward-thinking ethos.
Credit list for the work?
Concept, Design and Production: Sculptivate
Content Production: Fitzroy Hawk
Manufacturing: DZA Technical
Technical Consultants: Ambar Installations
Rigging & Installation: First Call Rigging
