When media events group, Ten Alps Events, wanted to realise their ambition of illuminating some of London’s most iconic buildings, they turned to projection specialists The Projection Studio to provide the technical expertise. The event was conceived by Bob Geldof and his production company Ten Alps Events, and designed to introduce some magic, fun and a sense of visual anticipation to the capital throughout December. “Brightening Up London” was a project that Geldof had been keen to produce since 1999 and finally found the perfect sponsor in Orange who grasped the potential synergy that this style of media campaign can bring to their brand.
Ten Alps Events had been in touch with over thirty buildings throughout the past two years and when the project received the green light the first challenge was to create the shortlist of buildings. The chosen buildings included Tate Britain, The National Gallery, Queen’s House in Greenwich, St Mary le Strand, The Imperial War Museum, the National Theatre, 10 Trinity Square and the Royal Exchange. It was launched by Geldof on December 2nd at Wellington Arch, with staggered switch-ons taking place throughout December.