We created Butterfly Trail for Outernet London, a mixed reality adventure set inside Professor Pelegrin’s magical glasshouse. Visitors scanned chrysalises, released butterflies in AR, and saw them fly across Outernet’s huge 8K screens. The experience blended play, story and spectacle to stop Oxford Street audiences in their tracks.

We designed and developed a WebAR-powered mixed reality journey, allowing audiences to step into Professor Pelegrin’s magical glasshouse. Visitors could unlock nectar vials, release butterflies into the LED environment, hold rare species in their hands and capture shareable photo moments, all triggered in real time on Outernet’s 8K screens.

Butterfly Trail became an instant hit. In its first month, it drew over 670k visitors, with 3.6M interactions and a 92% completion rate. TikTok videos hit 42M views and the press loved it too, with features in Metro and Evening Standard. For us, it was the perfect example of blending physical build with immersive tech to create cultural magic.