To mark the launch of Wicked: For Good, Universal Pictures has transformed Brick Lane into the iconic yellow brick road.

Until the 30th of November, the famous London street is transformed with painted yellow paving stones from the Banglatown Arch to the area between Hanbury and Buxton Street.

The activation, delivered with the help of Organic, the PR specialist agency within Havas Play UK, builds on the success of last year’s ‘GreenWitch’ takeover for Wicked part one. 

Inviting visitors to take a trip down the yellow brick road, the activation also features film-inspired installations and street art from six talented artists. The artists include Taya De La Cruz, Jimmy C, Tom Blackford, Mr Cenz, Sophie Mess and Nicolas Dixon. 

Taya De La Cruz’s Enchanted Doors: Two Sides of Good explores duality and the space between right and wrong with work that invites viewers to pause and reflect on the theme. Tom Blackford has a large-scale artwork inspired by taking flight, while Sophie Mess, renowned for her bold botanical murals, has created a work inspired by colour and nature with the musical’s message of positivity and transformation.

Secret Funko installations, street name changes, banners, posters and an array of stickers are for people to look for and find along the art route. Supported by the Truman Brewery, the installation is complete with a large neon lyric on the Truman Brewery Bridge that spans Brick Lane.

Bringing the movie magic to the streets of London, the immersive installation successfully builds on the ongoing Wicked hype, solidifying the launch as a cinematic cultural phenomenon.