Greater London Authority

The challenge

For 2024, Identity was appointed by the Greater London Authority as their trusted partner to design and execute The Mayor of London’s New Year’s Eve Fireworks for the third consecutive year. As one of the most internationally-renowned, globally-broadcast moments of the year, Identity’s challenge was to deliver a show-stopping experience blending cutting-edge technology, creative storytelling, and breathtaking spectacle that resonated with live and global audiences. We needed to balance the dual responsibility of delivering a memorable celebration with maintaining order and safety for attendees and the wider public to achieve annual support and funding for the event. 

• Innovation & Technology
• Event Management & Production
• Content, Digital & Broadcast

Approach

With intricately complex planning requirements, an immovable timeline and global media amplification, this live broadcast event demanded excellence. Deploying a consistent, expert core team year-on-year, we maintain continuity in stakeholder relationships, supporting continuous improvement and accelerated planning which drives efficiencies for GLA. Through early stakeholder kick-off meetings and development of a de-conflicted communication strategy, our expert team ensured all operational aspects were addressed, underpinned by a robust Event Management Plan and a comprehensive crowd management strategy which deployed 3,500 safety and security personnel to ensure the well-being of 100,000 ticket holders and an estimated footfall of 400,000 in the wider central London area. Creatively, we devised a 14-minute visual masterpiece, integrating Hologauze technology, 430 lighting fixtures, and 12,000+ fireworks, honouring milestones such as Great Britain’s Paralympic triumphs and the 80th anniversary of the D-Day landings.