ABOUT THE PROJECT

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• In 2016, the athletics track used at the Queen Elizabeth Olympic Park during the London 2012 games was removed and replaced.

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• Working in partnership with the London Legacy Development Corporation and Cutivate Creative the brand identity, product design concepts, packaging for the project and website was developed.

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• The goal was to give the brand a feel of the 2012 Games, but with a more premium look by incorporating a black and white colour palette with touches of gold. When it came to creating a medal-worthy product, the decision was made to set the track into a black clam shell box featuring foil blocking, screenprinted foam and a magnetic closure seal, creating a truly special memento for fans and Games Makers alike.

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• The products range from a small framed piece set into laser-cut acrylic, to a boxed version complete with an engraved zinc plaque and certificate of authenticity. Limited edition premium items include large-scale, customisable versions and also offer the opportunity to own large tiles of the track featuring line markings and lane numbers.