What we did
To help promote the launch of their brand-new loft-style apartment building, inspired by the architecture and interior design of New York City, Canary Wharf Group approached us to help them bring a slice of the big apple to Canary Wharf…
Their brief to us was to create an authentic, immersive NYC experience in the heart of Canary Wharf, near the 8 Harbord Square apartment buildings. We considered all the senses when creating this experience from sights and sounds even through to tastes and smells!
The experience consisted of a number of set builds, including a bespoke ‘Welcome to New York’ truss sign, inspired by the entry roads to the city, a replica subway station that hosted street performers such as breakdancers, saxophonists and a steel band. We also produced a brownstone stoop set that provided an excellent and popular backdrop for UGC across numerous social channels.
As well as the sets, we hired in a number of unique props to add to the New York feeling. We sourced 2x retro yellow taxi’s that were parked within the area, as well as a newsstand that handed out bespoke ‘I <3 CW’ merchandise and newspapers! In addition to this was a giant, yellow, American school bus that served slices of New York style pizza and a hot dog stand giving away free hot dogs!
The teaser reel on Canary Wharf’s TikTok was one of their highest performing TikTok’s ever. The activation saw large numbers of public and influencers coming down to capture and share content across the duration of it’s stay.
The stunt also performed well in press and media outlets, receiving coverage from the BBC, ITV, Metro, Evening Standard, Secret London, London Post, TimeOut London and many more!