The iconic Leicester Square will this month reveal the launch of a dedicated brand identity. The new brand, which has been spearheaded by Heart of London Business Alliance in partnership with Westminster City Council, forms the start of a targeted marketing strategy for the Square to drive visitor numbers and enable the area to stand out against global and local competing destinations. With a clear narrative, capturing the spirit of the area as the home and heartland of entertainment globally, the new brand, designed by award-winning agency Lantern, includes the launch of a heart-shaped logo incorporating the letters LSQ and dedicated digital and social channels.
It was in the 19th Century that the theatres, museums and exhibition centres first made their mark in Leicester Square, making it a popular destination for Londoners and visitors alike. By the 1960s, the likes of the Rolling Stones, Sex Pistols, The Who and The Clash played their early gigs in the square. In 2012, and in time for the London Olympic and Paralympic Games, the gardens underwent a £17 million-pound regeneration which included a re-landscape of the public realm, additional seating and the introduction of child friendly fountains.
Today, Leicester Square is one of London’s most visited destinations, welcoming over half a million visitors every week and is expected to further draw in over 70 million new visitors in the first three years after the opening Crossrail. The re-brand is part of an ambitious plan to attract this new influx of visitors and celebrate the extraordinary mix of world class hotels, leisure operators and retailers that optimises the entertainment epicentre that is London’s West End.
A cornerstone of the global entertainment scene, Leicester Square boasts some of the world’s most celebrated cinemas, including the ODEON Leicester Square, Vue and Cineworld. It is the home of UK radio and the destination of choice for some of the worlds most celebrated retail experience brands from M&M’s World to The Lego store. A magnet for the stars of stage and screen, over seven and a half miles of red carpet is rolled out every year for more than 60 world-class film premieres. The recent announcement of Magic Mike Live at The Hippodrome Casino is a timely vote of confidence in the Square’s exciting new future.
Ros Morgan, CEO of Heart of London Business Alliance: “This is an exceptionally exciting time for Leicester Square one of the oldest and most established entertainment centres in London. We have been working closely with our partners at Westminster City Council and have been in consultation with over 25 of the area’s powerhouse brands across entertainment, hospitality and leisure to create a visual identity that celebrates this iconic visitor destination. The upcoming programme of cultural events is designed to excite the senses as much as the venues that occupy the site. Over the coming months, our teams will be considering creative concepts to launch a life size installation of the new brand logo. The life-size logo will capture the mind of the visitor, create a shareable photographic moment and demonstrate the square’s renewed confidence in the heart of London’s West End’
Entertainment powerhouses including The Hippodrome, Odeon Leicester Square and Society of London Theatre all played an active role in the development of this new brand and will continue to work with Heart of London and Westminster City Council to drive forward and shape the future of Leicester Square as the focal point of the entertainment industry.
Carol Welch, MD of ODEON: “For 80 years, ODEON Leicester Square has been one of the most famous cinemas in the world – wowing guests every day including members of our Royal Family and film stars from around the world at thousands of premieres. We’re very proud to have our iconic cinema in such an iconic location – at the heart of London.”
Over the next 18 months a major events and partnerships programme will be activated in Leicester Square showcasing the personality and cultural roots of this historic destination. Leicester Square is an official sponsor of West End Live taking place 16th and 17th June, supporting its local theatres and ticket booking companies such as London Theatre Bookings and TKTS. In July, Leicester Square will welcome the Diva Women’s Stage at Pride in London providing entertainment in a family friendly environment. August will see the return of Society of London Theatre’s Kid’s Week where children will be offered free tickets to over 40 hit shows from around the West End throughout the month.
What’s more, from 10 – 21 October, Leicester Square will once again become an official location for the 62nd BFI London Film Festival in partnership with American Express, while throughout November and December the critically acclaimed Underbelly Christmas in Leicester Square extravaganza will return to the Square for a third successive year.