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Art of London

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The hospitality, retail, and leisure sector were hit hard by Covid-19… and nowhere was this impact more acute than London’s West-End. Heart of London Business Alliance, the destination marketing team for the area, started the year with a challenge… How to bring tourists back to the West End?

To achieve this, Premier created ART OF LONDON. A season of free, socially distanced public art and culture events, transforming the West-End into an interactive gallery without walls. Activations included the UK’s biggest ever public art commission, a world-first augmented reality gallery, artist takeovers on the iconic Piccadilly Lights, A-list celebrity designed charity statue trails, and the creation of new collaborative partnerships which brought together the UK’s biggest art institutions including the National Gallery, Royal Academy of Arts and National Portrait Gallery. The project smashed all footfall, engagement and commercial KPIs becoming a key pillar in the capital’s post-covid tourism recovery strategy.