London: a million things to see and do. How does one place make itself more famous than another? That was the challenge facing London’s Covent Garden, which needed to attract more visitors and remind people about the great culture it offers.

To stand out from the crowd, we created one of the world’s largest architectural illusions and made Covent Garden float. Yes. Float.

Artist Alex Chinneck built a precise replica of Covent Garden’s Market Building and placed it in the heart of the Piazza to give the impression the building was suspended mid-air, defying gravity. A feat of engineering, artistry and imagination.

Over 1.5 million visited in just 20 days – more than the Saatchi Gallery attracts in a year – and the story made headlines around the world. Earned media impressions exceeded 2 billion with a social media reach of 58 million. Every national newspaper covered the story in the UK, with more than 15 pieces of broadcast coverage.

Create a cultural attraction which was fun, exciting and accessible enough to create a global news story and attract more visitors. Something that could be experienced, photographed and shared by millions rather than simply viewed.

Action / Business Impact:

Over 1.5 million people visited in just 20 days - more than the Saatchi Gallery attracts in a year. Equivalent to 5% of the 30 million annual visitors to London, or 18% of London's total population.

Covent Garden's most popular cultural installation ever. So successful, Covent Garden is now investing in a cultural commission as an annual platform.

Output / Awareness:

Over 2 billion earned media impressions, with headlines in 35 countries, over 400 pieces of coverage and 58 million social media impressions.

Hailed as the “best artwork ever” by the Huffington Post. Something to cause “many a person's jaw to drop” according to the BBC. Made famous on everything from CNN to China Central TV, Deutsche Welle to the Daily Mail, Icon to ITV.

Together with artist Alex Chinneck, we created an 'architectural optical illusion' which gave the impression Covent Garden's Market Building was floating mid-air.

A fake section of the building was built, then torn completely in half. When placed in the heart of the Piazza, it appeared that the original building was levitating.

Playful and puzzling, 'Take my lightning but don't steal my thunder' blurred familiarity with fantasy to attract millions. (Very few of which guessed the illusion was made possible by a lot of polystyrene and a four-tonne counterweight.)

Made famous by PR alone, early concept sketches were released before a launch photo call and VIP unveiling event created an international news story. Interviews with Alex appeared in UK and international press. We even held a series of cultural lectures in the Market Building. And thousands of people shared the story online through their Instagram, Twitter and Facebook feeds.

Four out of five visitors to London say culture is the main reason for their trip. But in a city home to four world heritage sites, 171 museums, 857 art galleries, 10 major concert halls and 32,000 theatre performances a year, making one place stand out from another is no easy task.

Covent Garden needed to remind people about the great culture it offers - from street theatre to the stage, and ballet to opera - while adding to the mix with its own public art project.

Create a cultural attraction which was fun, exciting and accessible enough to create a global news story and attract more visitors. Something that could be experienced, photographed and shared by millions rather than simply viewed.