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Whatsin Store

As part of the Design for Everyone campaign, we opened the "Whatsin Store"; a corner shop stocked with deliberately inaccessible packaging, including intentionally vague branding, to items entirely removed of information.

Hidden cameras in the shop filmed people’s reactions when confronted with inaccessibility firsthand, while the shopkeeper revealed that this is often the reality for people with sight loss when they're out shopping. Watch the video below to see some of these reactions.

The intention of the stunt was to bring to life the issues blind and partially sighted people face just doing the weekly shop. We hope the campaign encourages businesses to work with RNIB to find solutions for their products. There are many technologies and tools out there that can help make packaging accessible for everyone.