The event involved a social media activated jukebox, which could only be used once guests had posted a picture of their favourite Next shoes to Instagram, using the hashtag #ShoeBoxJukebox.
The jukebox was then programmed to match each individual shoe selection with a particular song.
A social media competition also ran on Instagram and Twitter during the event. It included mini films of dancing feet, where event-goers were required to guess the song and artist in each clip in order to win prizes.
The campaign will continue into the week, where Next will invite people to film their own ‘dancing feet’ and upload them on social media using the hashtag #ShoeBoxJukeBox for the chance to win Next shoes.
The installation is designed to promote the brand’s shoe range to a younger audience.
Jam's Iskra Tsaneva was the associate creative director on the campaign, who worked alongside creatives Katy Sumption and Francesca Mather.