Brief
To celebrate the Queen’s Jubilee and her 70-year reign, The Crown Estate had two activities they wanted to deliver: first, an upmarket street fete on Jermyn Street on the 4th of June, and secondly, a screening of celebratory Jubilee content in St James’s Market (SJM) for one week (4th-12th June). The aim was to drive footfall to the two seamlessly connected areas, from the first day to the last.
Having delivered many other successful London placemaking projects, as well as other placemaking projects across the UK and further afield, we were excited to do so again, in celebration of such a significant event.
What we did
St. James’s is an iconic area of central London, with galleries, leading designers, world cuisine and independent shops all calling it home, but zoom in a bit further and you’ll find Jermyn Street nestled amongst the chaos of Piccadilly Circus. Jermyn Street has come to be known as the heart of British Menswear; Harvie and Hudson, Church’s and John Lobb all reside on Jermyn St today; with more Royal Warrants being found on Jermyn Street than any other street in the country – a nod to the expertise to be found in the area.
With this context in mind, we wanted to embed the DNA of the street into our street party: celebrating Jermyn Street’s individuality. To do this, we had some bespoke display units manufactured to display the craftsmanship found on the street throughout the live event, together with way finding units which signposted attendees and depicted stories of this historic street and its residents. Installed especially for the occasion was a custom Union Jack stage, together with interactive art and sculpture – in the form of a ‘crowd sourced’ Queen’s Head, encouraging physical visitor interaction.
In tandem with the street party, We Are Placemaking installed a 4-metre x 2-metre LED screen in St James’s Market – accompanied by 50 classic deck chairs on luxurious astro-turf – to air the Jubilee Pageant on the 4th of June and a selection of BAFTA screenings in the following week.
After extensive planning of these Platinum Jubilee celebrations, We Are Placemaking oversaw all event staff and external suppliers on-site to build the event, execute the live period and to de-rig, over the course of the day, working to tight Westminster City Council deadlines.
Deliverables
Event and production management
Sourcing, management and audit of all suppliers
Site design
Styling of the site with props and wayfinding
Crowd control management
Waste, medic and security management
Sourcing, timetabling and on site management of music artists
Audiovisual installation
