For decades, town and city centre retail has been struggling to compete with out of town and online offerings, with the onset of COVID-19 exacerbating this trend even further. As an individual with a passion for urban regeneration, I was driven to creatively respond to this problem, investigating in-depth the factors which are driving people away from high streets, such as choice, cost and convenience. Identifying the need to attract younger people back to city centres with millennials preferring to spend money on experiences rather than buying things, my project aims to make urban spaces more Instagrammable through the use of animated projections. The adaptability of this method will ensure that the outcome can be tailored towards many different locations, with these particular examples focusing on celebrating Southampton’s culture in response to the city losing out on its 2025 City of Culture bid.