Brief
Pride in the Quarter is a large-scale public art activation commissioned by London Heritage Quarter (LHQ), the collective of four Business Improvement Districts representing Westminster, Victoria, Whitehall and Northbank. Designed to celebrate community, creativity and inclusion, the free sculpture trail transformed the streets of Westminster into an open-air gallery, encouraging residents, workers and visitors to experience the area in a new way.
Working alongside We Are OPS, We Are Placemaking led the creative and production delivery of the project, helping bring together art, culture and place through a trail of 17 individually designed lion and lioness sculptures positioned across some of London’s most recognisable public spaces. Each sculpture was created by a different artist, celebrating stories of football, heritage, diversity and the communities that make central London unique.
The activation was designed to increase exploration across the district, encourage longer visitor dwell times and support local businesses throughout the summer while creating an accessible cultural experience for all. At the conclusion of the trail, the sculptures will be auctioned to raise funds for The Passage, supporting people experiencing homelessness.
As one of our flagship placemaking projects, Pride in the Quarter demonstrates how creative interventions in the public realm can encourage discovery, strengthen community identity and create meaningful partnerships between businesses, artists and local stakeholders.
Images Credit: London Heritage Quarter, Ben Stevens & PinPep
Delivery
- Creative concept development and project management.
- End-to-end event production in partnership with We Are OPS.
- Design, fabrication and installation of 17 bespoke public sculptures.
- Artist sourcing and creative coordination.
- Stakeholder engagement with London Heritage Quarter, sponsors and local partners.
- Public realm planning and activation across multiple Westminster locations.
- Health and safety planning, logistics and installation management.
- Coordination of suppliers, fabrication partners and installation schedules.
- Delivery of an engaging visitor experience designed to encourage exploration of Westminster and support local businesses.
- Collaboration with sponsors, charities and cultural partners to maximise community participation.
- Production of a high-profile activation that generated extensive press coverage and social media engagement throughout the campaign.
Results
- Successfully transformed Westminster into a free public art destination throughout the summer.
- Increased visitor engagement by encouraging audiences to discover new streets, businesses and cultural landmarks across the district.
- Generated widespread media coverage, including features from Londonist, Access All Areas and a range of partner organisations.
- Created a strong platform for community participation through accessible, free cultural experiences celebrating inclusion and local identity.
- Supported fundraising for The Passage through the planned charity auction of the sculptures.
- Demonstrated the value of creative placemaking in creating vibrant, people-focused destinations that support local businesses, celebrate culture and encourage repeat visits.
- Following the popularity of the activation, the trail has been extended until the first weekend of September, providing visitors with additional opportunities to explore the installation.
The trail has been incredibly well received so far, with:
- Nearly 3,000 QR code scans
- 85,500+ organic social media impressions
- 36,100 website page views
- 280+ pieces of media coverage (including BBC, Secret London and Londonist)
- Over 2 million bus stop advertising impressions.
