Equinix
The Internet, Herself
Raising awareness of the importance of data centres amongst consumers, politicians and local stakeholders.
Idea
Inspired by a site visit to Equinix’s LD6 data centre in Slough, the team was taken aback by the striking aesthetic of the bright cables, cages, and catwalk corridors that house society’s digital infrastructure.
We partnered with emerging British designer, Maximilian Raynor - not only renowned for working with Lady Gaga and Chappell Roan, but also for using unexpected materials in his work - to curate a one-off piece made from 3.6km of wiring and metal bolts from Equinix facilities.
The popularity of the story in its first media run inspired Maximilian Raynor to feature the garment as part of his debut show at LFW 2025. This inclusion drove a second wave of attention across both traditional, tastemaker and social media.
- 89
- Pieces of coverage
- 18
- Countries covered the campaign
- 3.14M
- Media views
- 500%
- Increase in views to Equinix's blog
- 2.1K
- Organic blog views