Brief

St James Quarter needed support in conceptualising and delivering an event direction for the launch of St James Quarter (SJQ) in Edinburgh. This involved a 1.7 million square foot scheme consisting of multiple event spaces and the creation of go-to locations for key pillars. Including, fashion, music, and arts. The main aim of the launch was to engage the local community and win the hearts and minds of Edinburgh and its visitors. The client wanted an event that could create assets that could be seeded globally. To gain engagements in other territories, the campaign needed to be original and visually stunning, highlighting the fascinating architecture and history of the area.

What we did

We Are Placemaking commissioned a global touring lighting director who we worked closely with to create an unbelievably epic lighting show highlighting the anchor within the scheme, that being the W Hotel. The team worked in shifts over four days, 24hrs a day, solidly, installing over 100 miles of cabling to power multiple lighting systems over 15 floors of the W Hotel. The site was still pre-completion, and amid the pandemic, it brought enormous challenges as we worked alongside 1200 contractors. We engaged with key local partners such as Edinburgh Zoo, The Balmoral, Edinburgh Castle, and the Edinburgh Tattoo, who all collaborated in the launch for broader engagement in the city. We shot the lighting show overnight, culminating in a 3-minute launch video beginning with a piper standing on a plinth above the hotel overlooking the city skyline. The press and social media engagement were all hugely successful, resulting in a triumph.

Additionally, we curated a two-week programme for launch involving local designers, Edinburgh Jazz and the Carnival, installing ribbon installations across the shopping centre and activating a mixture of live performers and artists across the site.

Deliverables

Widespread Press Engagement

A Ten-Day Event working with multiple local stakeholders

Pre-Opening Light show

Event Production

Health & Safety

Concept Design

Related Projects

placemaking@wegroup.london
0203 916 6310

06-101 and 06-102, SHOREDITCH EXCHANGE
97-101 HACKNEY ROAD
SENNA BUILDING
GORSUCH PLACE
LONDON
E2 8JF

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Nick Morgan is CEO of We Group which is made up of three agencies: The Fair, We Are Placemaking and We Are OPS. Nick has over 25 years of experience working across event production, licensing and health & safety for large-scale events and festivals and within the public realm.

Nick is Vice-Chair of AIF (Association of Independent Festivals), and sits on the Advisory Board of NTIA (Night Time Industries Association) NOWIE (Network Of Women In Events). He is also a member of the SAGE (Safety Advisors Group for Events) committee and the ESA (Event Safety Alliance) – working with organisations to continuously lobby government and encourage more support across the sector.

Nick often speaks on topics that include managing growth, independent festivals, the experience economy, government advocacy, licensing and health & safety, at industry events including the Event Production Show, LAEOG, The All Parliamentary Group for Events, the Institute of Licensing, the Night Time Economy Summit and FestForums in the US. The independent festival sector is close to Nick’s heart, and The Fair – as one of the largest independent festival production houses in the UK – works across 128 shows, from Boiler Room to Eastern Electrics.