The Mandarin Oriental hotel in London was closing down to be fully refurbished. We saw this as a great opportunity to put up a huge poster advertising the brand. Unfortunately, Westminster council don’t allow advertising on buildings. The answer (after much hard-fought negotiations with the council) was civic art. We enlisted the help of world-famous Pop Artist Sir Peter Blake and 100 of the hotels’ biggest fans. The value of the ‘poster’ was estimated at around $4 million and was shared to over 11 million people on social media. Pretty fantastic, eh?