The Marble Arch Mound opening late and then having to refund all visitor tickets for the first week is a PR disaster. Ayo Abbas Director and marketing consultant, Abbas Marketing However, without knowing the inside detail it is hard to judge. There are so many variables but ensuring you don't over-promise and under-deliver is a fundamental basic principle for all businesses. Whose idea was it? Who is the owner? Who created the visual? Did the client move the goalposts at all? Does the client have an experienced in-house events/production team? Has the budget changed? Who signed off releasing the visual? With regards to how it looks and so on, we really need to understand the process.
If you then deliver something that looks somewhat underwhelming, then, as we have seen, all hell breaks loose. So before you have even started, you have a lot of negative sentiment towards the project and that was when all they'd seen was a pretty visual.
What I do know is that Marble Arch is a beautiful national monument that has a lot of unfilled potential but surely you would consult the local stakeholders and really assess what was needed and what could be added to it. They weren't consulted, and it's a huge amount of public money being spent during a time when so many have been and are struggling. I think we need to rewind the clock here and ask the question why? What need is the Mound fulfilling? Who is it for? Why now? I know that the local residents have been in uproar about it since its inception. Will Mould Co-founder and managing director, XYZĪs a local resident, I've been keeping an eye on this one for quite some time.
#Marble arch mound plus#
With £2m of public funds wasted, plus the public having to pay to attend the "attraction", this leaves it highly exposed to criticism. The cliché "you're only as good as your last gig" is a real motivator in situations like this. And if it was getting towards launch and these issues remained, would be looking at contingencies to bring it up to the standard required, not as MVRVD has done, which is the bare minimum to allow the doors to open. We'll continue to adapt and improve London's newest outdoor attraction and resolve any teething problems as they emerge."Īmong the criticism received, some commentators called upon the original artist's impressions of the attraction to draw some harsh comparisons.Ĭampaign asked brand experience agencies how others can avoid coming up against the same problems as the Mound, with expectations not living up to the reality? Andrew Casher Founder and chief executive, Hyperactiveīrand experience agencies often sell a vision, but any agency worth its salt would have made sure it knew there was enough time for the turf to bed in, or for the lush greenery to flourish. Westminster Council has said in a statement: "The Mound is a living building by design. The attraction is scheduled to close in January 2022. It has since been confirmed by the council that the mound is not actually quite ready and bookings are no longer being taken for visits before 2 August. The Mound promised to offer "a new perspective" and aimed to entice shoppers back to Oxford Street, but the delivery has somewhat fallen flat. Marble Arch Mound is a £2m temporary installation commissioned by Westminster Council, designed to give visitors a "unique opportunity to look out over the area".Īfter its opening earlier this week, paying customers who arrived to visit the 25 metres-high attraction, constructed by Dutch firm MVDRV, were reportedly underwhelmed and managed to receive refunds from the council. The latest addition to London's cultural offer has come in the form of a rather uninspiring man-made hill.
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