Brief
New West End Company launched W1mbledon in Hanover Square, a brand-new community activation designed to bring the excitement of Wimbledon into the heart of London’s West End. Taking place in Hanover Square Gardens from Monday 29 June to Sunday 12 July, the project transformed the public space into a welcoming destination where office workers, visitors and local residents could enjoy live Wimbledon screenings in an inviting outdoor setting.
The brief was to create an engaging activation that encouraged more people to visit and spend time in Hanover Square Gardens while supporting local businesses and providing additional entertainment for the surrounding community. By bringing together live tennis, food, drink and interactive activities, the event created a vibrant atmosphere that encouraged people to relax, socialise and experience the West End in a different way.
As part of the activation, New West End Company partnered with Market Halls and The Mandarin Oriental Mayfair to enhance the visitor experience. Guests could purchase food and drinks throughout the event while enjoying activities including Swingball and table tennis between matches. A one-day activation with Gordon Ramsay Restaurants saw visitors search for hidden Lucky Cat Mayfair tokens, with successful participants receiving an exclusive luxury chicken nugget box featuring six premium chicken nuggets served with crème fraîche, caviar, chives and pickled daikon.
The project demonstrates how effective placemaking can transform a public space into a lively destination that encourages people to spend more time in the area while supporting the wider local economy.
Delivery
- Delivered full event production and management from planning through to live delivery.
- Managed all event logistics, supplier coordination and on-site delivery.
- Installed and managed the outdoor Wimbledon screening.
- Delivered event infrastructure, furniture, branding and activation areas.
- Managed health and safety planning throughout the activation.
- Successfully overcame the challenge of restricted access into Hanover Square Gardens through detailed logistical planning and efficient site management.
- Delivered interactive visitor experiences including Swingball and table tennis to encourage longer dwell times and increase engagement.
- Worked closely with New West End Company to deliver their vision while ensuring partner activations were seamlessly integrated into the event.
- Provided on-site management throughout the activation, ensuring a high-quality visitor experience from opening through to close each day.
Results
- Welcomed over 7,000 visitors over the whole event
- Visitor numbers continued to grow as the tournament progressed, attracting an increasingly engaged audience of tennis fans.
- Successfully increased footfall into Hanover Square Gardens, encouraging visitors to spend longer within the space.
- Delivered a successful community activation that brought together local businesses, workers and visitors in the heart of the West End.
- Generated positive coverage through New West End Company’s press activity and social media channels, alongside independent coverage from West London Living.
- Demonstrated the impact of creative placemaking by transforming a public garden into a destination that encouraged community engagement and supported local businesses.
- Showcased the value of placemaking London, creating a vibrant public space that celebrated one of the UK’s most iconic sporting events.
