Paul Scheruebel

The great diversity of things to do at the heart of London made it impossible for me to focus on only one aspect of what the area has to offer. So I tried to think about what the theaters, the shops, the pubs, clubs, and restaurants etc. had in common. What is the simplest thing that holds them together, makes them a unity? They are there for one's enjoyment! And, as we all know, time flies when you are enjoying yourself. And there we go.
The clock is taken from Westminster Palace, which is not in the immediate area we are dealing with, but what flies is quite mobile. And the clock is a very prominent feature of London, so I found it appropriate to make it fly through a stylised Piccadilly Circus.
I chose the surreal subject matter because it suits the magic that's put in the air by all the entertainment venues and expresses the feeling of living an exciting dream when being on a day off in the Heart of this vibrant European metropolis.

Nick Ingram

My idea for the big wall is inspired by the entertainment side of leicester square mainly the red carpet. the main part of this is that the red carpet is made from signatures from as many people that can fit in the space. it would be good to make it more of an event and maybe have celebrities come and sign it along the course of a day or even a week? and if thats not possible the public could come along and sign it possibly with the tagline "see yourself on the red carpet" ?? not sure but thats the basic idea. it will keep this interactive and will be something more interesting to look at. the style of it is very simple and slightly retro too. i think keeping it simple will help make it more eye catching. this was only a first draft and i will continue to work on this concept.

Design images of the new building

Some more useful images and things for thought

http://www.arthurlloyd.co.uk/LeicesterSquareTheatre.htm

Sarah Vince

The idea behind the design is for it to be interactive. I kind of took the idea of the boards you get at brighton where you put your head through the board so it looks like you are part of the picture. But with my design instead you stand in front of the picture. The door way needs some work on it so that it looks for extravagant and colour. But the idea is that tourists and the public can stand in front of the door way as if they are a celebrity of VIP and the cartoon characters are their fans. I wanted it to incorporate the cinema/theatre/red carpet side of Leicester square with the tourists that go there and making it interactive rather than just a piece of art on the hoarding.

Posting concept designs

Hi all,

I need a bit of help and guidance as I am not as creatively minded.

Although art should be and is about personal likes and interpretation if possible could you provide background information (text) with any designs you post highlighting the following:

1. Which site the concept you perceive the design being displayed

2. Background as to why you think the design is suited to this position and context in relation to the West End

I don't need an essay :-) just one or two paragraphs.

Kind regards

Ben

Welcome - Art and Design in the West End

Hello!

Thank you for taking the time to come and listen to the outline of the projects at the meeting Friday 12th June.

In the posts that follow we will provide more information on each of the individual projects and timelines.

We have never done anything like this before, so it is a learning curve for us as it is for you, therefore feel free to ask as many questions as you like.

This could be the springboard for furture years, both in terms of Heart of London working with Westminster University, but it will also give some of you the chance to display work in the heart of the West End which is a fantastic opportunity, lets make something good happen!

We have provided some knowledge of other hoardings done elsewhere in London and around the globe, to show that anything is possible. We have also inserted some image of the sites and hoardings that we have undertaken previously, however they have been linked more to our brand than actual art, so this could be completely different and yet again new to us.

Kind regards

Ben Davies
Project Manager
Heart of London Business Alliance
ben.davies@heartoflondonbid.co.uk

Hoardings and design work in other areas and cities - Appendix 3

Bayswater Road - London
http://www.northacre.com/hoardings.asp
http://www.consultantsindesign.co.uk/ - click Northarce in left menu

The Shard
http://www.peterreynoldsdesign.co.uk/the-shard.html

Downtown Newyork Alliance
http://www.downtownny.com/reconstruction/

Welcome Trust - Jason Middlebrook
http://www.guardian.co.uk/uk/2001/oct/01/imogentilden http://news.bbc.co.uk/1/hi/sci/tech/1567039.stm

Rainbow Construction
http://wklondon.typepad.com/welcome_to_optimism/2007/04/index.html - scroll

Dublin Docklands Development Authority
http://www.bfk.ie/index.jsp?page=13 - scroll down.

Transforming Unilever House
http://www.buildingunilever.com/images/hoarding.jpg

Temporary Living Wall for Construction Site http://www.treehugger.com/files/2007/10/temporary_livin.php

Art On Tokyo’s Construction Fences
http://pingmag.jp/2008/04/21/constructional-fence/

Heart of London previous hoardings - Appendix 1

West End Brand - Appendix 2

London West End, shopping & entertainment like nowhere else...

www.heartoflondonbid.co.uk/wema.pdf

The West End Marketing Alliance brings together a range of businesses, all with a shared interest in the continued success of the West End.

It is an alliance of organisations with an interest in the maintenance and development of a strong business environment and residential community in London’s West End. Members agree to work together to promote and maintain the West End as the economic and cultural heart of one of the world’s greatest cities.

WEMA members include: Covent Garden London, Heart of London, New West End Company, Shaftesbury PLC, Society of London Theatre, Visit London, Westminster City Council and The Portman Estate.

Great identities draw strength from what they symbolise. We have a brand model so we know what we have to symbolise through our visual identity and how we sound when we speak or write. And that means we will communicate as effectively as possible.

Including the brand in the designs you develop isn't essential, however understanding what the brand and destination is about is important in developing something that will 'fit'.

We’re vibrant
Our tone is always positive. It’s like talking to someone who always has good news. We’re never flippant, but friendly and approachable with a hint of sophistication.

We’re exciting
Of course we are! We have every reason to be. Always keep this in mind when writing about our brand. Boring? No. Exciting? Definitely.

We’re inclusive
Our audience comes from all around the world, London, the West End, and from all walks of life. So we want to make sure we talk to all of them. Our tone is never exclusive or condescending, but confident and clear.

We’re unique
Our West End experience is unique and it’s only found in London. We’re proud of this difference, without being arrogant, and our tone can convey a sense of something a little extraordinary, a promise of excitement or a once in a lifetime offer.

Heart of London Business Alliance - overview

Heart of London Business Alliance - overview

The Business Alliance acts on behalf of businesses and property owners in the area surrounding world famous landmarks Piccadilly Circus and Leicester Square.

The Business Alliance operates services which help keep the area clean, safe and welcoming – supporting all those who invest, work, visit and live in the locality.

The Business Alliance’s mission is to realise a shared vision for a confident, vibrant and bustling world class Heart of London: a celebration of its rich mix of entertainment and culture creating an inspirational business and leisure environment

Our purpose:

To remain advocates for everyone who invests, works or visits the area

To work in partnership with others on leading edge projects which will change the landscape of the area

To deliver more targeted, refined services to keep the area clean and safe to meet the needs of businesses.To be a strong vocal presence driving awareness and attracting footfall through smart marketing initiatives and events

To provide leadership, focus and direction ensuring business is involved, informed and inspired through innovative ideas to create real standout.

How we operateThe Heart of London Business Alliance is the first Business Improvement District in the UK to achieve a second term of operation. The second term became operational in April 2007, following a successful renewal vote - 63% of businesses voted with 86% voting in favour of a second term.

We are a company limited by guarantee, and we operate within regulations set by government when operating a Business Improvement District.How is the Business Alliance and its operation funded?By a combination of voluntary contributions from property owners in the area (42%) and the BID levy from occupiers (57%) and other (1%)

St Martin Street - Hoarding

Clicking on the image to the left will provide a clearer view of the site.

The current dimensions of the hoarding are approximately 17 metres in Length and 2.4 metres high.

As mentioned on the image it is next door to the Radisson Edwardian Hotel. This is how they refer to the hotel on their website "...between the National Gallery and Leicester Square, the four star deluxe Radisson Edwardian Leicester Square Hotel is a cool and intimate West End retreat. The mood is calm and clutter free with pale leathers throughout, and some luxurious design pieces including striking Balinese zebra-striped marble tables and Poltrona Frau leather chairs. This is the perfect hideaway boutique hotel in a location that couldn't be more central." As the Radisson hotel is the closest neighbour to the hoarding, it is important to understand how the hoarding design impacts and/or fits in with its surroundings.

The hoarding will be fixed and painted prior to the designs being installed. The designs will most likely be printed onto a similar material used for the hoarding shown in appendix 1 and fixed to the structure, as this will ensure durability and that any graffiti can be easily removed. As mentioned at the meeting we are willing to look at, source and consider other options, however finish, cost and time will all impact on whether it is possible.

1.Before commencing designs please take a look at appendix 1 as this outlines previous hoardings we have installed.

2.Before commencing designs please take a look at appendix 2 as shows our brand guidelines, although we don't need to incorporate the brand directly within the design it would be useful for you to understand more about how we are promoting the West End and positioning the West End brand.

3.Before commencing designs please take a look at appendix 3 as this outlines hoarding and streetscape design work undertaken in other cities around the world.

Heart of London Logo - CSR and Green initiatives

Leicester Square (South side, Panton Street) - Door Entrances

On the South side of Leicester Square are two entrances to Broadmead House, these entrances next/near to the Odeon West End cinema and are currently hoarded over. They are likely to remain hoarded over until the building is demolished, this gives us further opportunity to cover over the current unsightly hoardings with some design work.

We have included images of the two sites, we will provide dimensions in the near future. Clicking on the image above will provide a clearer view of the site.

The designs will most likely be printed onto a similar material used for the hoarding shown in appendix 1 and fixed to the structure, as this will ensure durability and that any graffiti can be easily removed. As mentioned at the meeting we are willing to look at, source and consider other options, however finish, cost and time will all impact on whether it is possible.

1.Before commencing designs please take a look at appendix 1 as this outlines previous hoardings we have installed.

2.Before commencing designs please take a look at appendix 2 as shows our brand guidelines, although we don't need to incorporate the brand directly within the design it would be useful for you to understand more about how we are promoting the West End and positioning the West End brand.

3.Before commencing designs please take a look at appendix 3 as this outlines hoarding and streetscape design work undertaken in other cities around the world.

Rear Odeon - West End

The site opposite the Thistle Trafalgar and their al fresco dining area is probably the most challenging to take on because of the sheer size. To give you the best chance of us implementing your design for this particular aspect we are going to suggest a height limit on the designs as otherwise it will be unlikely we (Heart of London) will be able to element the design due to costs.

We will confirm the suggested height limit in the next few days (confirmed height 12"). We are not stopping you from designing something that would go above the height limit we suggest, however it would make it unlikely that we would be able to implement the concept.The most likely method of implementation will by professional painting your designs directly onto the surface.

1.Before commencing designs please take a look at appendix 1 as this outlines previous hoardings we have installed.

2.Before commencing designs please take a look at appendix 2 as shows our brand guidelines, although we don't need to incorporate the brand directly within the design it would be useful for you to understand more about how we are promoting the West End and positioning the West End brand.

3.Before commencing designs please take a look at appendix 3 as this outlines hoarding and streetscape design work undertaken in other cities around the world.

Map, prizes and timeline

Clicking the above map will open a larger version.

Prizes
There is the obvious incentive that if the designs are of a high enough standard we would be willing pay significant sums to push your designs through the planning process and ultimately pay for the production and installation costs on your behalf, this will be a cost to the alliance of somewhere in the region of c£3,000+, this excludes the costs involved relating to repair/construction of the hoardings which could mean another £6 - 8,000.

However we also understand that course materials and living costs whilst studying at university mean a financial incentive also helps encourage you to deliver good designs, we have therefore set out the following financial reward.

Hoardings project
£250 for the best overall design (design to be worked up to a standard suitable for production).

Logo development (competition for logo redesign on hold whilst we develop new corporate brand)
£100 best design
£150 production of style and brand guidelines (subject to our decision to progress design).

Timeline
Concept designs to be uploaded by 6pm on 20th July. Comments and feedback will be given on designs uploaded prior to this date, allowing for amends and changes.

Post 20th July a selection of designs will be asked to be refined, 21st - 30th July design refinement.
30th July selection panel will meet to select best design.

Post 1st August decision will be taken as to whether to install design, working in partnership with designer to get designs in a format for production.

Any queries please feel free to contact your tutor or post the query on this blog, apologies if it takes a while for me to respond, we have a number of projects running simultaneously.

(dates may change)

Kind regards

Ben Davies
Project Manager
Heart of London Business Alliance
ben.davies@heartoflondonbid.co.uk