Blog

As the nation confronts the post-Christmas blues, brains addled from overindulgence on both edible and alcoholic fronts, collectively, we squint with a certain belligerence at the new year with not a thought of sporting endeavour played out on warm sunny days – yet.

Elsewhere, teams of planners, project managers, architects, builders and tradesmen are fashioning citadels for the most talented sports men and women from all over the world to do battle for three weeks this summer, to decide the medals at the Olympic Games in London.

In Trafalgar Square, an oddly shaped clock stands testament to each passing moment as we edge inexorably toward the opening ceremony. On Friday 27th July, we will have answers to the many questions that a global sportsfest such as this poses. We will know whether the venues were completed on time – fingers crossed, will it piddle with rain for the whole of the opening ceremony – probably, and of course, will our British medal hopes have been so over-hyped that it will feel like they will barely need to take part in their respective events, just make their way to the podium – definately!

And what of Loop? Well, since early 2011 we have been helping publishers, travel agencies, advertisers and design agencies from Kuala Lumpur to Moscow put together their travel brochures, billboards, print collateral and digital content, ready for the greatest show on earth. For that three week window in the summer, London will be the focus of the world, but for many, it will be the first time that they will have experienced first hand the warmth of the British people and the beauty and intrigue of the country and its heritage. For everyones sake, let’s hope we don’t drop the baton!

For a taste of quirky London, click here or for more general London images, try here.