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
