Twelve lasers and 30 searchlights lit up Europe's tallest edifice on 5 July, which reached across to landmarks including the London Eye and Tower Bridge. The display was set to classical music performed live by the London Philharmonic Orchestra and was streamed on the The Shard's website and Facebook pages.
HOW I SEE IT
Angie Moxham, CEO, 3 Monkeys
The hype in the run-up to the launch of The Shard got everyone in London excited enough to take to the streets to witness what was billed as the ultimate light show. However, those south of the Thames did not get to see much at all, and those who did see the 'spectacle' were left wondering if someone forgot to plug in half the lights.
Whether you like it or not, The Shard is a building of the 21st century, yet the launch was from the last, with little if no opportunity for real engagement or interaction. From a traditional media perspective the PR team delivered; but you only have to do a sweep from last Friday and see people's deflated views across all key social platforms to know that from a non-trad view it bombed. If you are going to crank up the PR machine you had better make sure the organisers live up to the hype.