London’s host city status presents an amazing opportunity to capitalise on the profile of the world’s most famous sporting event to move the London brand firmly into the 21st century (DW 8 June).
Wolff Olins’ work will involve collaborating with London’s numerous and diverse stakeholders to develop a clear strategy for London’s brand over the next ten years.
This is critical, as we position London as the world’s most globalised city in the face of a global economy that is changing rapidly and moving inexorably eastwards.
The Olympic Games will provide a key catalyst on the continuum of London’s development.
James Bidwell, Chief executive, London Unlimited, London W6