By Suzanne Basra, Content & Internal Communications Manager at Ogilvy UK


Lucie Davis, who first joined Ogilvy via the agency's creative internship The Pipe, has created "Touch in and out: Oyster card acrylic nails with RFID chip”,

Her work has made it into London's Design Museum, featuring as part of the museum's permanent collection, ‘Designer Maker User’.

We caught up with Lucie to find out more about the work.

Congrats on having your work featured in Design Museum's permanent collection. Give us an overview of the work

Thank you so much! I feel so grateful to have them there!

My ‘Touch in and out: Oyster card acrylic nails with RFID chip’ made up part of my final year’s graduate collection in jewellery design at Central Saint Martins.

I took the RFID chip from an Oyster card and imbedded it within one of my full set of acrylic nail designs to give commuters the ability to pay for their journeys with a single tap/touch (you can still top money on them too!). It’s a functional fashion piece that has been presented as a new form of jewellery that not only doubles up as a total redesign of the Oyster card but which is something that can also be fun, hopefully memorable and I like to think with improved functionality - you can now never misplace your card again!

The aim was to create a wearable which was playful and ultimately stimulated our senses too.

As a Londoner, is there anything in particular that inspired you to create 'Touch in and out'?

Other than feeling like I spend my time living on the tube! I just wanted to bring a bit of magic to daily routines, to lighten Londoners up a little bit! In that sense, I was hoping that this idea would make everyone’s next commute a little more thoughtful and enjoyable rather than our usual and everyday, mindless journeys. Overall, I wanted to show people a world of possibility even in the most unlikely of things, to break the ceiling of the expected and reach the heart and imagination of viewers or wearers in a fresh and exciting way.

London is also such a diverse place, full of amazing personalities and individual style, so I wanted to touch upon the process of personalisation and customization by combining the design technology with fashionable nail art. As a Londoner, my routine is always so fast-paced, so I also wanted this form of wearable technology to further tap into today’s increasing consumer demands for portability and on-the-go functionality.

What was the biggest challenge when bringing the idea to life?

Making them work! The amount of oyster cards I had to get through to finally crack a working model was crazy (and expensive!).

I really never thought I would be able to do something so technological (and with nails), but I think I’ve surprised myself! I finally found an idea which I enjoyed and was determined to make work. And although my patience was definitely tested, seeing the way my Oyster card nails made people laugh, smile or provoke some kind of positive reaction – it really made all the hard work worthwhile. 

Any advice for anyone who has a new creative idea they're wanting to get off the ground? 

Don’t be discouraged if it doesn’t work the first time. If you truly believe in your idea, just keep going, start somewhere, anywhere and don’t give up!

Be open to every possibility, constantly explore, continuously experiment and most importantly enjoy it and have fun in the process.

Finally - what's next? Anything you're working on right now which you're able to share?

Watch this space… 


The exhibition is free to all and open every day of the week - find out more here.

Take a look at the conceptual design in action here.