Take A Moment

Agency: PREMIER
Client: Art of London

TAKE A MOMENT was a month-long event in March 2022 at Piccadilly Circus and across London’s West End, raising awareness of the importance of mental health. Inspired by artist Ray Burmiston, the event focused on an evolving exhibition of black and white photographs of over 200 celebrities closing their eyes and “taking a moment”, exposing their vulnerability and personality in new and striking ways. The public was encouraged to participate both in person at various pop-up event spaces, and digitally by uploading their own photographs to join the celebrity portraits in the physical and digital exhibition. Event activations included a pop-up gallery at Piccadilly Circus, daily screenings on the iconic Piccadilly Lights sceen, and pop-up exhibitions and workshops across the West End, encouraging the public to learn more about mental wellbeing and be part of the art. 

The inaugural TAKE A MOMENT event was a huge success for Art of London, exceeding coverage, footfall and social media engagement KPIs, whilst also securing future partnership support from a wide range of organisations, including Westminster City Council, The Mayor of London, Heart of London Business Alliance and Landsec. TAKE A MOMENT will return in 2023 with plans to become an annual initiative for London’s West End.