The Making of Madonna’s Interactive Installation at Outernet London

On 16 August 2026, Outernet London welcomed thousands of visitors into the world of Madonna.

C’MON MEET ME ON THE DANCEFLOOR transformed the Now Building’s 360-degree screens into an interactive celebration of Confessions II, inviting fans to share photographs, birthday wishes and personal reflections. 

Created and directed by Lookport Studio in collaboration with Madonna’s team, Outernet London, Warner Music and Parlophone, the six-minute installation combined artist content with live audience participation. More than 18,000 people experienced it during the day, with over 1,000 messages and photographs submitted through the platform. 

From Audience to Participant 

The experience opened with vivid pink fabric sweeping across the screens before the lyric visualiser for I Feel So Free welcomed the room with the words “Thanks for coming.” Saturated colour, flash photography and bold typography carried the visual language of Confessions II across the walls and ceiling. 

Visitors scanned a QR code to submit a portrait or message, then watched for it to appear at monumental scale. As new contributions joined the display, earlier images moved deeper into a changing tunnel of fan cards. People pointed out their faces to friends, photographed the moment and shared it on social media. 

A two-stage process developed by Lookport made the interaction feel immediate. The first treatment added framing, colour and filters so a photograph could appear quickly. A generative process then created a more stylised version in the campaign’s monochrome and pink palette, typically within one minute.

Bringing the Experience to Life 

Following planning and approvals, the project came together over three weeks of active production. Lookport adapted the artist’s material and developed the submission platform and image-processing system. Outernet integrated the live content through Ventuz so portraits and words could move across multiple high-resolution surfaces while the music and imagery continued around them. 

Five browser instances updated the screens in real time, with every contribution passing through moderation before entering the display. Testing focused on maintaining a smooth flow of audience content without disrupting the pace of the experience. 

Alex Wolf, Founder and Creative Director, Lookport Studio said:

“Working at this scale is an exciting challenge. But seeing it all come together in the space, with people adding their own faces and stories, makes the process incredibly rewarding.” 

A Shared Music Moment 

Some visitors travelled specifically for the celebration and returned throughout the day. Others discovered it while passing through central London and stayed to take part. Together, their memories and messages turned the installation into a gathering point for fans and passers-by alike. 

For artists, labels and brands, the campaign shows how immersive media can move beyond display and make participation part of the creative idea. By connecting the physical space, mobile platform and social sharing journey, a single campaign moment became a personal experience that audiences could help shape and remember for years to come. 

Create your own Immersive Moment 

Want to explore how Outernet can bring your next launch or cultural moment to life? Email [email protected] to start a conversation.