Launching Europe’s Tallest Building – The Shard

At 72 floors and 244m high, with 360-degree and 40-mile views across London, The Shard was one of the most highly anticipated property developments to open its doors.

After over three years of construction, Sellar Property approached us in need of a launch event that announced Western Europe’s largest building officially open, not only to its new tenants, but to London.

Our strategy was just that – to create an inclusive event that welcomed The Shard to a select group of VVIPs, the world’s press, and millions of London’s residents.

We created a huge light and laser show, synchronized to the world-famous London Philharmonic Orchestra, that became a free event that could be seen from all over London, firmly marking The Shard’s arrival to the London skyline.

8,000 revelers enjoyed the show from London Bridge, as well as impromptu Shard parties across the rest of the city.

A formal inauguration dinner for 250 VVIPs took place at Old Billingsgate, set to a private performance from the 80 piece London Philharmonic Orchestra, before the guests were able to watch the laser show with prime views. Key guests included Ken Livingstone, Prince Andrew and the Qatari Royal Family.

The event was streamed live via The Shard Facebook page, as well as amplified via a social and press campaign, overseen by Collider.