Introduction

The Baker Street Quarter Partnership was established in April 2013 through a ballot of local businesses to bring a new found purpose and focus to the Baker Street and Marylebone area. We have worked closely with them on producing this event for a number of years a long with two Summer food markets in the square.

Challenge

After three successful years of producing the Summer in the Square event with the Baker Street Quarter we were asked to return with some new developed ideas to elevate the quality, brand visibility and consumer offering for 2019. We were asked to transform Portman Square for the second week of Wimbledon screenings for local visitors to come and relax to enjoy the park and to watch the many matches that unfold on the big screen.

We were also asked to bring in and schedule a selection of workshops and activities in the Den, a beautiful large Tipi structure – slightly larger than last year. We working with local retailers on the schedule

Delivery

Bloomberg Arcade received a Wimbledon take over including an large double sided screen seen from both sides of the arcade and from the office building. Fitted with artificial grass and comfy black bean bags and director chairs for an inviting seating area, we match this to look slick within the arcade’s already beautiful setting. The screen was cladded with matching artificial grass for a seamless continuation and built large enough to make an impactful statement piece in the middle of the thoroughfare to attract attention. We featured Bloomberg Arcade’s content and looped this continually when the screenings were not showing. This was to create awareness and encourage visitors to watch the tennis in this location, with the local restaurants providing food for visitors to enjoy while watching the finals.

Results

5 day event attracting over 30,000 people over the 5 days of the live event

High grade LED screen with branded vinyl wrap screening Wimbledon

Branded floral archway and pillars on main access points

Over 15 food traders per day with a selection of BID food traders

Large garden games including chess, 3 x table tennis, badminton and giant jenga

Schedule of wellness activity at ‘The Den’, the new Tipi retreat, including a boxing class from BXR, life drawing classes from The Wallace Collection, and massages and facials from Elemis

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.