Brief
On 5 August 2026, We Are Placemaking supported DUDE London in bringing the “Tourist Trap”, a playful experiential campaign for travel eSIM brand Airalo, to life at Potters Fields Park, London.
Located in Potters Fields Park by the iconic Tower Bridge, a giant croissant was installed under a mouse trap to tempt passers-by to step inside and highlight how travellers can get caught out by expensive roaming charges.
Positioned in one of London’s busy public spaces, the activation was designed to encourage interaction rather than simply deliver a static advertising message. Visitors could pose alongside the giant installation, capture photos and engage directly with the campaign, with free Airalo SIM cards also distributed as part of the experience.
While Dude London led the creative concept, Cloud & Horse handled the physical fabrication of the installation. We Are Placemaking’s role was to help translate that creative ambition into a safe and deliverable live activation.
Our team provided practical production advice alongside the health and safety, permissions and logistical planning needed to install the activation safely at Potters Fields Park. It’s the kind of project that demonstrates how creative placemaking can help brands use public spaces in ways that are unexpected, engaging and memorable.
Delivery
- Provided health and safety planning and support for the Tourist Trap activation.
- Managed and advised on the logistical requirements associated with bringing the installation into Potters Fields Park.
- Supported the necessary permissions process for delivering a branded activation within a public space.
- Helped turn a bold campaign idea into a practical public-facing experience, balancing creative ambition with the operational considerations of delivering an activation in a busy London location.
Results
- Successfully brought Dude London’s Tourist Trap concept into the public realm at Potters Fields Park, creating a highly visual physical presence for the Airalo campaign.
- Demonstrated how placemaking London expertise can support agencies and brands looking to deliver ambitious creative concepts within prominent public spaces.
- Brought together creative, fabrication and operational expertise across Dude London, Cloud & Horse and We Are Placemaking to take the campaign from concept to safe public installation.
