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Wednesday, May 15, 2013

Oxford Circus Tube Great Gatsby Makeover

Look out for an amazing 360 degree advertising makeover at Oxford Circus London Underground for the new Baz Luhrmann version of The Great Gatsby.  The entrance to the escalators there have been transformed into a 1920's ballroom.

Photo via @LovelysVintage

In something that looks like the palatial subway system at Moscow,  digitally printed floor graphics and huge graphic wall panels give commuters the impression they're being transplanted into the roaring twenties.

They certainly show how "wrapping" of Tube stations has come on and actually seems really well suited to the London Underground's own long history.  TfL have been known to be quite picky about
the makeovers of stations by advertisers.  So this one clearly had close collaboration between CBS Outdoor UK (who are responsible for selling all the ad space on the Tube) and Applied Media (who produced the graphics) to get approval from London Underground for such lavish designs.

Apparently the floor panels have been designed to be extremely durable under the millions of footsteps, pushchairs, suitcase and trolley marks they'll be subjected too. It was also important that they were slip resistant and are easily removable at the end of the campaign.  Applied Media also worked with TfL last year to deliver 120 kilometres of temporary games lanes for the 2012 London Olympics and Paralympics.

I love this period and art deco too, so I'd be happy to see the flooring and ceiling panels left up after the campaign.  It's certainly set the bar for what can be achieved to temporarily immerse  us commuters into another time while we're travelling.

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