For the first three months of each year, people all over the city struggle to find the motivation to spend time outside in the cold, winter air.
The thing is, St James’s and Regent Street are actually the perfect remedy for run-down Londoners looking for a bit of a cultural escape. Packed to the brim with unique retailers, art galleries, theatres, and music venues, it offers an experience unlike any other you can find in the city.
What people needed was a little incentivising to head out. So we created a campaign for an event that showcased the arts and culture available in both neighbourhoods. We called it Show in the Dark, a one-night-only evening that shone a light on the best art and culture in and around the streets of Regents Street and St James’s.
The evening saw an eclectic range of talent and attractions placed within the area’s pre-existing venues. From collaging at Jigsaw, or a pop-up art exhibition in Princes Arcade, to pasta masterclasses at SMEG and a holographic light installation at Bottletop.
Mr. President created the distinctive key visual for promotional materials for the evening. The co-branded spotlight graphic was designed to seamlessly marry the brand colours of both St James’s and Regents Street. Our design was carried through all media, from print in Time Out and The Evening Standard, through to email, paid social, digital display, and website content across both the St James’s and Regents Street channels.
On the ground, our maps, vinyls, and signage invited all our attendees to explore deeper into the area, whilst simultaneously drawing intrigued passers-by into the area.
The rains mercifully held off and the night ended as an incredible success. The streets were a-buzz with excited visitors keenly exploring the area, listening to the live music, exploring the art on display, and soaking up the atmosphere. The majority of our ticketed events sold out, and many of the free ones saw long queues as people looked for that much valued break from the hubbub of city life.
Show in the Dark will return next year.
