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TodayTix First Shop in London

Connecting West End shows with audiences in new and innovative ways






Retail Design





TodayTix, the digital gateway to cultural experiences, opened its first shop at the Leicester Square Underground station in London. Known for delivering unparalleled value for theatre tickets and cultural events to audiences across the globe, the global e-commerce leader will now have a dedicated store offering exclusive prices available only in person. Opening its doors in December 2023, the TodayTix shop will offer an incredible inventory of West End and Off-West End’s best shows.

The concept design developed by Lumsden features elements inspired by classic theatre decor and lighting, along with five digital screens rotating six dynamic show cover images per minute.

In addition, a window display showcases extravagant costumes from different theatre productions each month, providing a rare chance to get up close and personal with the costumes worn by the West End’s biggest stars. To celebrate the opening, the display featured Elsa’s iconic dress from Disney’s Frozen The Musical.

Engaging with the audience

The shop will also feature a concierge team offering personalised show recommendations, self-service kiosks for ticket purchases, and a lounge for a premium seated experience. Additionally, there will be interactive displays providing information about upcoming shows. The goal is to create a comprehensive and engaging environment for customers, enhancing their overall experience from ticket purchase to attending the show.

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TodayTix always seeks to connect West End shows with audiences in new and innovative ways, and for us, the brand new TodayTix shop is the latest way we are doing that. Combining frictionless technology and unparalleled customer service, this shop is designed for both working Londoners looking for the best in entertainment and tourists seeking show recommendations and exclusive prices.
Stephen Crocker
General Manager at TodayTix
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Working with TodayTix to bring their digital brand to life in its first ever bespoke space, where their customers can enjoy a fun and immersive experience when buying show tickets, has been incredibly exciting. We designed the space with the purpose of it to feel like a premiere, seamless experience for audiences as they book their tickets. From the red carpet to the bright lights and frictionless technology, we wanted to ensure it offers a standout experience for all audiences.
Callum Lumsden
Founding Partner of Lumsden
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