Exclusive: Tower of London to offer experiential space

Experiential space agency Looking Glass has told Event it has secured two experiential zones in the Tower of London.

The second site offers views over Tower Bridge
The second site offers views over Tower Bridge

Brands will be able to hire two spaces for brand activations. The first is located by the main entrance and measures 14 by 60 metres, while the second, at five by 12 metres, is positioned towards the river overlooking Tower Bridge.

Both sites will aim to take advantage of an average footfall of 400,000 per week. Nick Bedford, Looking Glass’ head of sales and general manager, told Event that the first activations at the destination are set to happen in June, although there is scope for brands to book the space before then.

"The venue is open to a wide range of brands, but the campaigns will need to be appropriate for the general public, including children," he said."We've had a lot of interest from brands looking at doing something with the history of the tower, with particular interest from media and jewellery brands."

Bedford added that brands will also be able to target non-ticket holders, as both spaces will be based on the main thoroughfare of the tower. "It’s a great location – just around the corner from St Katharine Docks and near to the City," he said. "It’s a space that hasn’t done anything on this commercial level before."

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