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7th August 2017
One of LCR’s current development projects, Leake Street Arches, got a ‘healthy’ dose of publicity last week courtesy of a new campaign run by a sports brand.
Ahead of the IAAF World Championships (taking place in London from 4th to 13th August) and as part of their #IMoveLondon campaign, ASICS launched ‘Run the Tube’; an 85-metre multi-sensory LED tunnel installation.
The epic LED tunnel made from hoops of light, first opened on Leake Street on 3rd August, before moving to the Olympic Park for 5th and 6th August then finally to Clapham Common from 8th to 10th August.
The visual phenomenon, designed by American artists Rob Jensen and Warren Trezevan in conjunction with producers The Department, was launched to encourage Londoners to get up and move, and to embrace the outdoors for their workouts.
Londoners were inspired to head to the tunnel after work to boost their fitness levels by taking part in a range of classes including bodyweight training, meditation, yoga and running with SMSB Global captain Charlie Dark. By downloading The Runkeeper™ app, participants were able to keep track of their runs in real time, set their own goals for training and win workout rewards.
The launch event on Leake Street was run by Aures London and facilitated by LCR and Network Rail, working with The Department, an immersive events agency. Aures, one of the tenants moving into Leake Street Arches, is a new entertainment venue and members bar with cutting-edge acoustics, 3D audio and 3D visual projection.
In attendance on the launch night, were a range of legendary athletes including Allen Johnson, Andreas Thorkildsen and Dwight Phillips.
It was great to see Leake Street Tunnel lit up and packed out…a small sign of things to come.
For more information on #IMoveLondon, visit asics.com/imovelondon.
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