Bringing an immersive experience to central London in celebration of queerness, humanity and connection with nature.

Designed to captivate from afar and and engage audiences up close, typographic artist Kris Andrew Small created a large-scale animation transforming The Now Building at Tottenham Court Road into an immersive, experiential environment. 

As Londoners and tourists alike ascend the escalators at Tottenham Court Road underground station, Kris’s expressive typography draws you in with bold use of colour and dynamic motion paired with bespoke music by @swickswick. 

First aired during Pride Month 2025, the animated installation will be taking over the space again later in the year. 

We brought Like Nature, We Persist to life across The Now Building’s 360-degree wraparound walls and expansive ceiling, creating a journey through emotion, energy, and empathy. The animation celebrates queerness, humanity and our shared connection to nature – a powerful reminder that even in turbulent times, we persist with purpose and care. The installation invites visitors to experience Kris’s work on a monumental scale in one of London’s most iconic and innovative digital art spaces.

London

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