LONDON 2012 OLYMPICS
OWN THE TRACK
Sold thousands of gifts and mementos allowing fans to capture a true piece of sporting history.
ABOUT THE PROJECT
In 2016, the athletics track used at the Queen Elizabeth Olympic Park during the London 2012 games was removed and replaced.
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.
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.
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.