Bridging the Gap
If you head back across the river via Blackfriars Bridge, you’ll soon come to Old Street, one of the capital’s most exciting areas for new technology. Dubbed Silicon Roundabout, this is the place for new start-ups, digital innovations and interactive creativity.
While the internet is obviously central to most of the ideas flowing around the area, print still has its role to play, and many businesses are exploring how outdoor advertising can be linked with the digital space to make campaigns much more effective. Some of the ways it can do this include augmented reality, QR Codes and Near-Field Communication, and many leading experts in these technologies are based in East London.
As well as technology, East London boasts some of the country’s top fashion designers. Achingly trendy since the 90s, when many of the capital’s up and coming artists upped sticks and moved the area, Hoxton is now an explosion of creativity, from street art to gastronomy, interiors to nightlife.
But it’s fashion for which many now make the move to EC1, creating and wearing the boldest and most eye-catching textile prints. The industry contributes nearly £21bn to the British economy, and it’s currently one of the most vibrant and exciting sectors in the world. Take a walk around Hoxton and you’ll soon see why. Visitors looking for inspiration and the latest know-how in garment decoration, should take a trip to FESPA Fabric where the latest technologies in textile will be on display as well as hands on workshops and conference sessions.
Just one more stop on your way to FESPA 2013, and it’s to the Westfield Stratford City shopping centrere. Situated a javelin’s throw from the Olympic Park, Westfield is pure heaven for the committed shopper—and a fantastic opportunity for brand advertisers.
As the largest urban retail development in Europe, the center is immense. It covers 1.9 sqm and features over 300 stores, 70 restaurants, a 17-screen cinema, and a hotel. All this brings with it some serious outdoor advertising, with over 100 sites alongside four larger format sites.
Then there are the shops themselves. The list of stores reads like a Who’s Who of retail giants, all competing for the estimated 4.1 million consumers in the center’s catchment area. Competition this hot means a serious amount of POS print.
Finally we come to the end of this tour around London, and you’re deposited safe and sound at the doors of ExCeL for FESPA 2013. Let’s hope you’ve got some energy left, since this year’s event will be one of the most enlightening—and profitable—yet. As one journey ends, another begins…