Things are getting distinctively retro this week in London’s Brick Lane. Like, more retro than usual. The vintage clothes shops and record stores have been joined by a helping of old school gaming ahead of the release of Disney film ‘Wreck It Ralph’.
The animated arcade adventure opens in the UK on February 8th. To get visitors to East London in the mood, agency Fold7 and sculptor Aden Hynes have joined forces to sprinkle the street with pixelated treats. The renamed ‘8 Bit Lane’ is now home to a pixelated taxi, dog, post box, pigeons and CCTV cameras.
According to film production sculptor Hynes, the bespoke pieces of work took him to a very nostalgic place.” My whole life has become somewhat pixelated over the last month, I played 8 bit games as a teenager, so it was great to realise that vision in three dimension,” says Aden. “In many ways the retro styling has much more charm than the hyper reality of today, I’ve never been asked to make an 8 bit taxi before!”
What’s more visitors will be able to enter into the world of Wreck It Ralph by playing the arcade game created especially for the film. Using Blippar’s visual discovery app. When fans ‘blipp’ the giant poster of The Nicelanders house hanging on the side of one of the Truman Brewery buildings, the house emerges in 3D and they can play the game. For those who prefer their gaming hardware more authentically 80s, an arcade machine has been installed in Café 1001.
The hipster experience is part of an effort to broaden the film’s audience beyond the typical Disney demographic of kids and parents.
8 Bit Lane – The Truman Brewery, 91 Brick Lane, London, E1 6QL - is open to the public until Sunday evening.