Out of home media owner Ocean Outdoor has been given planning consent to erect a purpose built sleeve which will shroud the 19th Century arch to generate funding for the English Heritage project.
In keeping with the architecture of the famous white marble landmark, the covering will be sympathetically designed to illustrate the three main gated arches of the 14 metre tall structure it surrounds.
The OOH display, which comprises six arches and four panels in total, facing traffic and pedestrians on either side of the intersection, will be offered to advertisers on a solus basis. While works are underway, the arch itself will be surrounded by a low level protective hoarding explaining why the project is important.
Tom Gannagé-Stewart, head of corporate partnerships and sponsorship at English Heritage, said: “English Heritage is a charity and the income generated by
Ocean will go a long way towards supporting our conservation and repair of Marble Arch. Ocean was an obvious choice for us when seeking a media partner with the necessary experience to develop an appropriate yet innovative funding solution.”
Ocean Outdoor UK CEO Phil Hall said: “This is a prestigious, once in a life time opportunity for brands to become part of history. Their support will help to restore Marble Arch which without the OOH display would not be possible.”
Ocean’s planning consent allows brands to leverage a prime OOH location which is within striking distance of luxury hotels and residences and premium retail destinations. Marble Arch sits on an island at the intersection of Park Lane and Oxford Street, overlooking Hyde Park which hosts large scale events throughout the year.
Ocean Outdoor UK development director Tom Ballantine said: “Working with English Heritage, the Crown Estate and Westminster City Council, Ocean will draw on past experience to ensure the advertising installation is in keeping with the spirit of Marble Arch and its immediate surroundings. Time lapse cameras will capture what is a monumental undertaking, giving supporting advertisers a record of a significant moment in time.”
Originally designed by John Nash in 1827 as the state entrance to Buckingham Palace, Marble Arch was relocated to its current site in 1851. Restoration work was last carried out 19 years ago in 2004. The conservation of Marble Arch is scheduled to begin this summer and to be completed in autumn 2024 when the banner will be removed.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
