Heart of London Business Alliance retain Reg&Co to help generate sponsorship for Art of London and Scenes in the Square across London’s iconic West End

Heart of London Business Alliance have retained sponsorship agency Reg&Co to help develop a partnership and sponsorship strategy for their consumer activations including Art of London and Scenes in the Square.

These initiatives are being brought forward by Art of London, Heart of London’s Business Alliance’s consumer brand that showcases the BID area as a creative district in the epicentre of the global city of culture. Art of London launched in summer 2021 in partnership with Sky Arts to create the world’s first interactive augmented reality art gallery. Art of London Season returns for 2022 from August through to October building on last year’s season to present Art of London: Brighter Future.

Art of London: Brighter Future will see a series of site-specific installations, live events, interactive experiences and cultural happenings, transforming some of London’s most recognisable locations into world-class arts destinations. London’s West End will be an interactive gallery without walls, encouraging curious visitors to explore, discover and contemplate a brighter future for us all.

Scenes in the Square celebrates iconic and exciting scenes and characters from the history of entertainment, all interacting with the destination in their own unique way, making Leicester Square a must-visit location by day and night, beyond the film premieres we associate it with.

From February 2020 Leicester Square came to life with a series of dynamic bronze style statues celebrating classic movie moments from the past 100 years including Harry Potter, Paddington and Game of Thrones. The statues have been approved to grace the Square for at least a further three years, and Heart of London Business Alliance are looking for new residents to join them.

Mark Williams, Director – Destination, Heart of London Business Alliance, commented:

“It’s fantastic to have retained the services of Reg&Co to help us drive forward our key consumer initiatives including Art of London. We look forward to creating powerful brand partnerships aimed at activating and animating some of the world’s most famous locations at the heart of London’s West End.”

Karen Morris, Director at Reg&Co added:

“We are delighted to work with Heart of London and their two projects: Art of London and Scenes in the Square. As the world continues to rebuild from the coronavirus pandemic, Art of London’s take on a positive look at a brighter future including themes such as sustainability, the environment and the future of our planet will strike a chord with brands and potential partners. We look forward to working with Mark and his team on these two exciting projects.”




For further information please contact:

Dee NobleDee@regandco.com


Notes to editors

About the Heart of London Business Alliance

Since 2001 Heart of London Business Alliance has been cementing London’s position as the world’s leading cultural destination by working on behalf of over 500 businesses and 100 property owners in the Leicester Square & Piccadilly Circus and Piccadilly & St James’s and St Martin’s areas of the West End. 

Home to galleries, theatres, restaurants, cafés, bars, world-famous shops, cultural institutions and associations, the area is truly unique with an experience-based economy that caters to every taste.  

From the BAFTA headquarters to the National Portrait Gallery and the Royal Academy of Art, the area’s cultural heritage stretches back centuries, yet it remains at the forefront of the arts. 

As a not-for-profit, Heart of London Business Alliance is focused on securing the long-term commercial wellbeing of the area. Through area promotion, business support and advocacy they champion members’ interests and ensure the West End remains truly world-class.  

Visit heartoflondonbid.london for more information.