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