By Scott McCubbin

Bikes play a big part in our lives at Uniform. They line up our corridor, jostling for bragging rights. Two of our guys are actually ‘shadowing’ the Tour de France as I write, dragging their families across the peaks in their own mini tour. We walk the walk, in our own little way.

So when you combine our work with one of the most exciting regeneration projects in Europe at Greenwich Peninsula and add the most dynamic cycle ride in the world, you have a dream task.

As thousands of people flocked out of North Greenwich tube station to be part of a festival surrounding the Red Hook Crit, they were given a free cardboard VR headset.

It presents the dream-like vision of the future of the peninsula - 150 acres around the O2. A massive site, and a 20 year project which will transform this area.

Our role was to present this vision, giving those engaged with the event a chance to engage with the wider plan for the peninsula.

What we’ve created is an innovative 360 film. Visitors place their smartphone (IOS or Android) into the cardboard headset and watch the specially created 360 film directly from the Greenwich Peninsula website. The film takes audiences on a flight around the future peninsula, ­highlighting key areas.


The film can be viewed here. It was a true collaboration between us, Greenwich Peninsula and The Beautiful Meme and was born from the interactive Paper World which Uniform delivered earlier this year. The 3D interactive website - which is also on show at their marketing hub - has already received various industry plaudits. More importantly, it’s been a key factor in positioning Greenwich Peninsula as a destination.

It’s bold and it’s ambitious, and the plan at Greenwich Peninsula has always been to attract bold and interesting events. Enter Red Hook Crit - a four stage series that takes in Brooklyn, Barcelona, Milan and London. For the second year in a row, Greenwich Peninsula is the London location. This is not just about talking the talk. Greenwich Peninsula is already giving people a taste of the destination they’re creating.

The VR piece on the other hand is about ‘in the moment’ and on location - changing perceptions, hopefully converting some passionate advocates to where this place is going. All part of a strategy to create a destination with a reputation for innovation, that is forward thinking and dynamic. 


Photography at Greenwich Peninsula is by Toni Buzolic, those in the Liverpool studio are by Jonathan Formento

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