Brick Lane becomes 8 Bit Lane to promote Wreck-It Ralph

By Dominic Sacco

January 11th 2013 at 5:28PM
Brick Lane becomes 8 Bit Lane to promote Wreck-It Ralph

Disney arranges video game-style street art including a pixelated taxi, dog and pigeons.

Disney transformed London's Brick Lane into 8 Bit Lane to promote February film Wreck-It Ralph.

The street was redesigned to look like an '80s video game, complete with an 8-bit London taxi, postbox, pigeon, tree, clouds, CCTV camera, dog and leaking water pipe.

Visitors experienced 8 Bit Lane from Friday, January 11th to Sunday, January 13th. It was located at Truman Brewery, 91 Brick Lane, London E1 6QL. Visitors can tweet pictures using the hashtag #8BITLANE.

Disney's animated adventure movie Wreck-It Ralph will hit UK cinemas on February 8th. 

View larger images of 8 Bit Lane on the Licensing.biz Facebook page:

"8 Bit Lane will also showcase the world's first 'blipp-able' building using Blippar's visual discovery app. When Wreck-It Ralph fans ‘blipp’ The Nicelanders house on the wall, the house will emerge in 3D and they will be invited to play a game featuring Ralph himself," read a statement.

Disney asked renowned film production sculptor Aden Hynes to create the bespoke pieces of art. 

"My whole life has become somewhat pixilated over the last month," he said. "I played 8 bit games as a teenager, so it was great to realise that vision in three dimensions.

"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."

The Wreck-It Ralph licensing programme includes a deal with Thinkway Toys for a host of products, GB Eye for posters and badges, and Activision for a video game.

There's also an official Wreck-It Ralph app available, where consumers can play Fix-It Felix Junior, the game from the movie.

 

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