ICON:SLS waves more than just a flag as a key supplier to the Thames Jubilee Pageant

ICON:SLS, the event overlay division of branding specialist Icon, played a key role in creating the atmosphere of the unique Thames Jubilee Pageant.  The company was appointed to deliver The Look Programme for the River Pageant as well as providing installation and specialist rigging services for both the Bell Barge and The Symphony, one of the herald vessels.  In addition ICON:SLS also designed and installed individual dressing solutions for  a number of other venues along the route including the terraces at The Palace of Westminster, St Katherine's Docks and The Tower of London.  The final element of ICON:SLS' involvement  was the provision of dressing, signage and wayfinding for the Battersea Park Festival; over 1500 wayfinding and other associated signage at specific sites along the Pageant's route  as well as branding for over 40 large screens. ICON:SLS' input was a vital contribution in generating the overall 'wow' factor of the historic event, which is thought to have been one of the largest events to have ever been held in the capital.

Cathel Maclean, Sales Director, ICON:SLS, explained more; "This was a unique project that required us to bring together the best of our logistics and planning experience  combined with innovative and creative solutions, all within a tight budget.  It was made all the more complex due to the large numbers of agencies and other bodies involved, including 12  London Boroughs.  An extra challenge was provided by the need to complete the install in just two nights and to have all the bridges and walkways clear for normal traffic and pedestrian operation by first thing on the Monday morning."

Rosanna Machado, Project Director, who was aware of the work ICON:SLS had carried out historically for The Mayor’s Thames Festival, commented;  "When I was first asked to take on this exciting project I knew that ICON:SLS would  be the people to handle the complexities of project of this scale.  It was the right choice.  They didn't let me down and the results of their endeavors were enjoyed by millions."

In preparation for the Pageant event ICON:SLS' team installed over 18km of bunting and, 200 flagpoles.  Of these, 56 were installed on Waterloo Bridge, each flying a flag from one of the Commonwealth countries.  Other bridges along the route were each dressed with 26 poles, reflecting the home nations and organisations such as the British Legion, which have a close connection to Her Majesty.  One of the largest flags was the 5 x 3m flag bearing the newly designed Thames Pageant logo which was flown from the historic 32m high wooden flagpole in the Jubilee Gardens, adjacent to the London Eye.  The company also undertook the dressing of the 48 large screens located across the City which broadcast live pictures of the event to the public.  It is estimated that over 70,000 people alone attended the ticket only event in Battersea Park.

Cathel continues; "This has been a very important project for Icon SLS.  Not only was it highly prestigious but a project of this scale provides a real economic impetus for both us and our suppliers.  With a quality team of professionals both in the office and handling the install and clearance we were able to deliver an event that we hope will stay in the minds of many people long after the final flag has been folded away."

About Icon

Icon has over 50 years of experience in branding implementation.  From its headquarters in the south east of England it employs nearly 70 full time staff, and offers a full range of services including creative design, production and full advice and project management across the company’s range of services.  This includes both permanent and temporary solutions at many major sporting events and venues, corporate and cultural programmes, retail and broadcast applications.  In April 2011, Icon was acquired by Chime Communications PLC and became part of its Sports Marketing Division. The acquisition strengthens the company’s capabilities outside of the UK, and gives Icon additional financial stability and the opportunity to progress its plans for investment into improved technology and resources, resulting in greater capacity and diversity.

Icon’s event production and experiential  division, works around the world bringing clients face-to-face communication strategies to life with a unique combination of truly creative thinking and the very latest presentation technologies.  Whether it's an international media event in London, the co-ordination of  European product launch, or a press launch for 300 journalists in Shanghai, the company offers a coherent cost-effective solution.

In February 2011, Icon acquired the SLS Group, a company recognised in the events industry for its delivery and implementation of city dressing, event branding and overlay projects, both in the UK and overseas.

In recent years the company’s work on international projects has led to the establishment of offices in Germany, Abu Dhabi, Dubai, Qatar, South Africa, Canada and India and plans are in place for additional new ventures further afield. 

Visit www.icon-world.com for more information.

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* For a phone interview with Cathel Mclean to learn more about the intricacies of this project or for additional photos please contact Avril Chaffey on 07765 343565

For marketing enquiries please contact:
Andrew Hodson, Sales & Marketing Director, Icon 
Tel: + 44 (0) 208 269 6213      Mobile: + 44 (0) 7931 382262
Email:andrew.hodson@icon-world.com

For media enquiries please contact:
Avril Chaffey, PR Consultant
 Tel : +44 (0) 1488 608898   Tel: + 44 (0)7765 343565
Email: avril@avrilchaffeypr.co.uk

For more information about any aspect of the company’s business please telephone +44 208 269 6213 or email enquiries@icon-world.com