top of page


The interactive experience forms part of a seasonal concession spotlighting the brand’s winter collection

LONDON, 28 NOVEMBER 2022 - ROARSOME, the children’s wear and outdoor family adventure brand, previously known as Dinoski, has launched an immersive pop-up experience at Harrods. The augmented reality ski lift named the ‘ROARSOME Express’ has been created to promote its winter collection.

Installed for six months, the ROARSOME Express takes over a prime retail space within the Mini Designer Department located on the Fourth Floor of the iconic London department store. A bright and colourful illustrated snow capped mountainscape forms the backdrop of the eye-catching immersive space, with the branded ski lift featuring ROARSOME characters including Spike the Dinosaur, Hop the Bunny and Sparkle the Unicorn on the fascia of the cab, taking centre stage amongst the store’s standard retail rails and fixtures.

Custom-built by Codsteaks, the team behind the inspiring art installation, the Bristol Whales, the ROARSOME Express uses augmented reality with visitors downloading the EyeJack app to scan a QR code to bring the ski lift to life. The interactive experience sees visitors transported to a magical animated snowy ski scene through a window on the lift. The immersive AR experience is accompanied by an original score by the musician Haniell.

Will Chapman, co-founder, ROARSOME said: “Outdoor adventures have always been part of our story, so there was no better way to mark the launch of our winter collection in Harrods than to bring the outdoors into the store with the ROARSOME Express.

“The interactive ski lift gives customers a unique way to discover and connect with our brand. It blends together the best of physical retail with digital to create a memorable experience that brings to life who we are as a brand, by essentially providing customers with an outdoor experience in store via the power of augmented reality.”

The artwork for the ski lift was designed by Swiss/French artist and illustrator Mathilde Heu who has joined Roarsome as their ‘Director of Puzzles and Play’, with animation created by Italian animator and multimedia artist, Maria Piva.

The ROARSOME Express is an example of one the many ways the award-winning children's wear brand has pioneered to immerse consumers in their brand world. Previous examples have included using their fleet of American school buses as retail spaces, and using custom in-store fixtures to create storybook woodland scenes.

The ROARSOME Express pop-up will retail the brand’s complete winter collection, including its iconic snow suits, winter parkas, beanies, helmet covers and ski goggles. The Limited Edition Roarsome x Paw Patrol will also be available exclusively at Harrods.

The ROARSOME Express can be found at Harrods, within the Mini Designer Department, Fourth Floor until the end March 2023.

The complete ROARSOME winter collection is available to buy at Harrods and online via

Photography by Alex Rory Jacobs


bottom of page