Get the London look

"I left London when I started to feel like a stranger in my own city”

London panorama

I’ve recently published a series of three articles on Medium exploring London at this moment. Moving away from London has given me a different perspective on the city, now I view it from the outside looking in rather than caught in its all consuming bubble. I am still drawn to it, but I can also see it as a city almost spinning out of control, a potential death spiral. I think I’ve been thrown clear by the centrifugal forces.

The first article, London Belongs to Me No More, explores my own separation anxiety, the sense that London is becoming a playground or an investment opportunity for a nomadic global elite.

In London Must Build Upwards or Outwards, I explore two key factors which keep the housing stock in London in such short supply, and thus so overpriced.

Finally, in London’s Secret Sprawl, I look at the legacy of trying to preserve a rural/urban divide between London and the Home Counties, and how the Green Belt has instead of preventing sprawl, engendered a different kind of urbanism.

This London Trilogy completed, I am turning my attention to my new home in The North, its ambivalent relationship with London, its own rural/urban conflicts; its own identity crises.


(Image by Flickr user Jim Crossley)

The spectacular city

"In societies dominated by modern conditions of production, life is presented as an immense accumulation of spectacles. Everything that was directly lived has receded into a representation."

Guy Debord, Society of the Spectacle.

Fabian Cancellara
Photo by Flickr user Will Rose

As I stood in Hyde Park on Saturday, among an estimated 1 million people that turned out to witness the Tour de France coming to London for the first time ever, I had the rather surreal sensation that I was participating in some kind of mass consensual hallucination.

Elsewhere this weekend, London hosted a Live Earth concert at Wembley and tennis finals at Wimbledon. Just one week after a failed car bomb explosion and 2 years after the 07/07 tube bombings, London was reaffirming its identity through a series of grand spectacles.

With the beautiful weather, the garish skinsuits and sleek machines of the riders, set against the backdrop of landmarks such as the House of Parliament and Buckingham Palace, while helicopter shots of the Thames and the London Eye beamed around the world, London never looked more spectacular, in the true sense of the word.

Olympics Brand Exclusion Zone

Advertising restriction zone around Olympic Park
In graphic design, an 'exclusion zone' is an area around a logo which must be left clear. Corporate brand and logo usage guidelines demonstrate the proportion of vertical and horizontal space around a logo into which no other element can intrude.

In urban design, exclusion zones are becoming commonplace in relation to sponsorship of sporting events. The Brand Exclusion Zone is the newest form of urban demarcation, and can be used not only to affect signage and advertising, but also restrict personal freedom of choice. Within this context, the London 2012 Olympics represents one of the most radical restructuring of the rights of the city in London. The 'canvas' of London will belong exclusively to the Olympic marquee brands.

In essence, London has abdicated all rights and responsibilities to the International Olympic Committee, and implemented legislation which creates radical new spatial demarcations not only within the Olympic Park, but because of the distributed nature of the Olympic venues, across the whole of central London. London has surrendered the traditional rights to the city to the demands of the Olympic 'family' and their corporate paymasters. What the IOC want, London will give. London will be on brand lockdown.

The most carefully policed Brand Exclusion Zone will be around the Olympic Park, and extend up to 1km beyond its perimeter, for up to 35 days. Within this area, officially called an Advertising and Street Trade Restrictions venue restriction zone, no advertising for brands designated as competing with those of the official Olympic sponsors will be allowed. (Originally, as detailed here, only official sponsors were allowed to advertise, but leftover sites are now available). This will be supported by preventing spectators from wearing clothing prominently displaying competing brands, or from entering the exclusion zone with unofficial snack and beverage choices. Within the Zone, the world's biggest McDonald's will be the only branded food outlet, and Visa will be the only payment card accepted.

Advertising restriction zone around Greenwich

Advertising restriction zone around Wimbledon

This brand apartheid is designed to prevent "ambush marketing", the gaining exposure of an brand through unofficial means. One of the best known examples of this was in the World Cup in 2010, where a bevy of 36 Dutch beauties in orange dresses provided by Bavaria beer gained considerable media attention, to the chagrin of the official World Cup beer, Budweiser. At London 2012, branding 'police' will be on hand to ensure that nothing like this happens, with potential criminal prosecutions against those responsible. Organising committee LOCOG will also take steps to ensure that no unofficial business tries to associate itself with the Olympics by using phrases like 'London 2012', even on such innocuous things such as a cafe menu offering an 'Olympic breakfast'. The Olympics authorities are looking to control both language and space.

Ambush marketing at World Cup 2010

And it's not just London. All the venues for the 2012 Olympics will be on brand lockdown. In Coventry, even the roadsigns will be changed so that there is no reference to the Ricoh Arena, which is hosting matches in the football tournament. Even logos on hand dryers in the toilets are being covered up. The Sports Direct Arena in Newcastle will have to revert back to St. James Park for the duration of the Olympics.

Traditionally, the most epic guerrilla marketing war has taken place between sportswear rivals Nike and Adidas. Whereas Adidas has long been an official sponsor of major sporting events such as the World Cup and the Olympics, Nike has cast itself as the hip, streetwise alternative, and taken considerable steps to trump Adidas in gaining exposure at major sporting events.

1996 was ambush marketing's breakout year, with Nike making a concerted effort to upset the official sporting sponsors of both the Euro 96 football tournament in England and the Olympic games in Atlanta:

"The 1996 edition of the European Championships, Uefa’s premier international quadrennial soccer tournament, provided an example of ambush marketing that changed the face of sports sponsorship. English sportswear company Umbro had paid for the rights to be the official sportswear supplier of the championships, only to find that Nike had purchased all the poster space and advertising sites in and around Wembley Park underground station, the main travel hub for England’s national stadium, Wembley. Nike’s move completely negated the power of Umbro’s official partnership. The same thing happened for the World Cup in 1998 when Nike hijacked Adidas’ official association in much the same way. As a consequence Uefa, European soccer’s governing body, has spearheaded the use and enforcement of marketing exclusion zones surrounding stadia, forcing the official sponsorship agencies of the competition in question to buy all the advertising space within a 1.3 mile radius of the stadia. The IOC too was quick to adopt this counter-ambushing strategy. The ability to implement such exclusion zones is now a key element in the process to decide future Olympic host cities."

In World Cup 2010 in South Africa, Nike circumvented the billboard advertising ban by projecting onto the side of a building in Johannesburg. As the authorities get wiser, Nike get smarter.

Nike Write the Future

Nike Write the Future

Whereas the Beijing Olympics represented an embracing of China into the coven of Westernism, the London Olympics will show us just how venal unfettered capitalism can be, how its default modus operandi is paranoia, and rather than a celebration of human endeavour and athleticism, it demonstrates more that the power of branding requires such strict parameters of control that nothing can be left to chance. Brand Exclusion Zones are just one manifestation of the privatisation of public space that London is fast-tracking. For a more thorough analysis of the much hyped legacy of London 2012, I urge you to read Anna Minton's Ground Control, recently updated to include a new chapter on the Olympics.

London Olympics Riot

I've said it before and I'll say it again, the marketeers are way ahead of the urbanists in understanding how the city works. The spatial politics of brand paranoia will be part of the true legacy of the London Olympics.


Previously:

Cycle path Suprematism

Barclays Cycle Hire

Transport for London, in looking for a corporate sponsor for their plans to encourage, have entered into a Faustian pact with the Barclays banking corporation.

Launched in August this year, the Barclays Cycle Hire is one of the largest cycle hire schemes in the world (with over 6000 bikes available at over 200 docking stations across central London. In sponsoring the scheme, Barclays have not only got their name plastered all the logo, on the bikes and the docking stations, but also injected their corporate colour, a bright cyan blue, into all livery and signage too.

Corporations like to associate themselves with a particular colour - think of the UPS brown, for instance, or T-mobile's magenta. Barclays cyan is a distinctive colour, and by contributing £25 million to the costs of the London Cycle Hire scheme, have sealed themselves a highly conspicuous brand presence.

According to this article:

"The Mayor sees the Barclays bikes becoming as iconic as London's black cabs, and red double-decker buses. It is not the first time advertising has been built into the cityscape. The iconic Art Deco windows of the Oxo Tower, formerly home to the makers of the eponymous stock cube, on the South Bank of the River Thames were reputedly built to sidestep an advertising ban imposed by London County Council."

As well as sponsoring the cycle hire scheme, Transport for London have also allowed Barclays to brand a series of 'cycle superhighways'. These glorified bike paths, eventually ten routes radiating out from Central London, are designed to permit greater numbers of cyclists to move quickly in and out of the city with improved right of way and priority at junctions.

Whilst the Hire Bikes are ubiquitous, moving adverts for Barclays, the Cycle Superhighways are a permanent branding etched onto the urban fabric.

Barclays Cycle Superhighway

Barclays Bike hire and Barclays Cycle Superhighways represent the most comprehensive urban spatial branding ever visited upon the city. The streets have literally been coloured in Barclays brand livery.

Barlcays Cycle Superhighway

Looked at another way and it may become a huge Suprematist composition, visible only from Google Earth. Ribbons of colour radiate out from the city, an act of corporate geomancy inscribed on the fabric of the city.

Barclays Cycle Superhighway

However, the lumpen reality on the ground of these Superhighways is that they are often little more than re-sprayed cyclepaths, and far from cutting a swath through the chaos of the city, are just another part of its culture of congestion. The continuous cyan ribbon is truncated, terminated, dug up and parked upon.

Henk Hofstra

If Barclays really want to go for it, they should take a leaf out of the book of artist Henk Hofstra, who in 2007 painted the whole width of a road in Drachten, Netherlands, a vivid cyan colour, for 1 kilometer. His aim was that the streets would show up on satellite images, perhaps this is where Barclays got the inspiration.

This is the first in a series of posts on Kosmograd sponsored by Portakabin:

Prefabricated buildings from Portakabin.