Title	THE TOMORROW PROJECT
Brand	THE PRINCE'S TRUST
Product/Service	TOMORROW'S STORE
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Entrant Company	CHI & PARTNERS London, UNITED KINGDOM
Advertising Agency	CHI & PARTNERS London, UNITED KINGDOM
Media Agency	M/SIX London, UNITED KINGDOM

Name	Company	Position
Jonathan Burley	CHI/Partners	Executive Creative Director
Jay Phillips/Neil Clarke	CHI/Partners	Creative Director
Matt Searle	CHI/Partners	Copywriter
Sarah Levitt	CHI/Partners	Art Director
Gabrielle Heyse Moore/Daniel Beardsley	Found Associates	Architects
Georgina Mew	CHI/Partners	Account Director
Sarah Clark	CHI/Partners	Planner
Philip Bosher	CHI/Partners	Designer
Matt Hunt	CHI/Partners	Graphic Designer
Dan Beckett	CHI/Partners	Head Of Art

Results and Effectiveness

In the months since its opening Tomorrow’s Store has become a thriving enterprise in the heart of the City of London. Creating a bridge between The Prince’s Trust, the incredible talent they help, and the local community. It has hosted 16 different pop-ups, giving Prince’s Trust entrepreneurs the invaluable opportunity to have their own presence on the high street – For many this provided the experience, confidence and opportunity that could transform their careers. It has also been a huge commercial success, raising £100,000 in the first five months alone. All of these profits are ploughed back into The Prince’s Trust, helping more young people to turn their lives around.

Creative Execution

To create the biggest impact possible, The Tomorrow’s Store was located in the heart of London, in walking distance of Liverpool Street station and in close proximity to the new Prince’s Trust Head Office. It gave us huge potential footfall and gave the public a chance to pop in, to and from work. By working cooperatively alongside experienced retail architects, we were able to deliver small scale ambient with a big bold idea. The space was completely transformable – from top to bottom. With a kit of moveable blocks, pegs and lighting, it allowed each of our monthly young residents to sell their products, and tell their story in their own unique way. In turn, this allowed us to keep things fresh, as we could create an entirely new bespoke experience each month for our visitors, which reflected the personality of our young resident entrepreneurs.

Insights, Strategy and the Idea

In 2013 youth unemployment in the UK hit 1.2 million, the highest rate in 17 years. The Prince’s Trust had more people to help than ever before. We needed to find a way to raise awareness of the charity’s ongoing work and drive donations. Outside of their core supporters many people don’t realise that The Trust need £1 million a week in order to continue their good work. There’s also a lack of understanding about how they actually help, and most importantly people are failing to see the importance of supporting today’s youth. Rather than just explain to the public, we set out to publically showcase the talented entrepreneurs that The Trust supports by giving them their very own store. Not only would this provide an engaging way for people to donate, but it allows them to hear individual stories and see the end results.