Here East Enlists the Help of Robots and Drones to Launch its Marketing Drive to the Tech and Creative Communities

Here East Enlists the Help of Robots and Drones to Launch its Marketing Drive to the Tech and Creative Communities

LONDON, January 19, 2015 /PRNewswire/ --



Here East, London's home for making based at the former Press and Broadcast Centres on
Queen Elizabeth Olympic Park, today launches a short promotional film to demonstrate its
vision and reveal the spirit of invention and discovery that lies at the heart of Here
East's offer to the tech, creative and making communities.



To view the Multimedia News Release, please click:



http://www.multivu.com/players/English/7422451-here-east-enlists-robots-drones



Forty crew members, a six tonne, thirty foot technocrane, a 4K drone and one
hand-crafted robot were commissioned specifically by Here East to launch its marketing
strategy and to create the unique footage of this ground-breaking London 2012 legacy
project. The film aims to capture the attention of those entrepreneurial, creative
businesses looking to scale, as well as established companies seeking to become more
entrepreneurial.



The film was conceived and directed by creative agency POKE and filmed by Nexus
Productions - both of whom have their roots in East London - and additional film direction
was provided by The Theory. The film features a double-life size robot designed and
developed by John Nolan Studio in Stoke Newington. The robot took eight weeks to build
from scratch, and features over thirty individual addressable 'muscles' to enable
expression and movement.



The film is inspired by the making community and illustrates the innovative and
creative talent that exists in London. Here East is a place of immense possibility made
from the unique and vast technological capabilities of the London 2012 Olympic Press and
Broadcast Centre. It will be a world-class creative and digital cluster, and is already
home to the studios of leading broadcaster BT Sport.



Here East provides a dedicated place for companies and individuals who embrace and
pioneer cutting-edge technology, share expertise and are creating the products of
tomorrow. It will create over 7,500 jobs, including 5,300 directly on-site and a further
2,200 in the local community, through the impact of using local supply chains and new
business generation.



Commenting on the launch of the film, Gavin Poole, CEO of Here East, said:



"We wanted to showcase the scale of our ambition and the values that lie behind Here
East. From concept to final cut, this film was inspired and created by the fantastic array
of talent that exists in East London."



Commenting on the design and creation of his robot for Here East, John Nolan said:



"Here East was a dream project for us. An opportunity to build the ultimate robot,
something we know and can identify with, something we see every day...a human. And to be
considered as one of East London's makers in a project like this was incredible - the
chance to create the voice of Here East."



Also commenting on the film launch, Tom Hostler, Founding Partner of POKE, said:



"Here East is a bold and ambitious development, which demands a bold and ambitious
approach to brand communications. This film is a rallying call to the creative and maker
communities to create excitement and bring Here East to their attention, explain the
purpose and intent of the brand - and, by using an all-local supply chain, demonstrate its
commitment to economic uplift in East London."



The release of this short film signals the launch of Here East's marketing strategy.
Here East is currently over 40% pre-let including key tenants BT Sport (who already
broadcast live from Here East), Loughborough University, Hackney Community College and
Infinity SDC. A new Centre will also be opened at Loughborough University in London,
located at Here East, to act as the London Hub of the Advanced Propulsion Centre (APC) as
part of the Government's commitment to developing low-carbon vehicle technology.



Construction works to transform the buildings at Here East began on 20th October 2014
and are being carried out by Laing O'Rourke. The former Press Centre will be ready for
occupation in early summer 2015, while Loughborough University will open its brand new
London campus to its first cohort of students in October 2015. BT Sport is already
broadcasting live premiership football directly from Here East. The former Broadcast
Centre will feature office and studio space, and will undergo a phased delivery, with the
complete space ready for occupation in early 2016.



Notes to editors:



About Here East



Here East is London's home for making, located at the heart of Queen Elizabeth Olympic
Park in London. It is a dedicated place for individuals and companies who embrace and
pioneer technology, share expertise and are creating the products of tomorrow.



It is a unique campus where creative businesses growing in scale join businesses of
scale growing in creativity. It is designed as a place for startup, entrepreneurial
businesses to co-exist and collaborate with global, established businesses and support
genuine product innovation.



Here East provides over one million square feet of dedicated and versatile spaces for
creative and digital companies. It combines unparalleled infrastructure with a unique
environment to facilitate collaboration and the exchange of ideas. Here East includes
shared workspaces and public areas to foster a tight community, alongside a shared yard
with space for discussion and events, a landscaped canal side and artisan cafes, shops and
restaurants.



Here East is being developed by iCITY, a joint venture between Delancey, a specialist
real estate investment and advisory company, and Infinity SDC, the UK's leading data
centre operator. For more information please see http://www.hereeast.com.



About Delancey



Delancey is a specialist real estate investment, development and advisory company with
over 15 years' experience and a portfolio that covers retail, residential and commercial
developments across London and the UK. Working with a wide range of assets, partners and
clients, Delancey takes a diverse approach to creating value from property. As well as
sourcing and negotiating direct property and corporate transactions, Delancey advises on
appropriate capital structures, procures third party financing and provides pro-active
asset management and development services. One of Delancey's most high profile assets is
the East Village (formerly known as the Athletes' Village), which it co-owns with Qatari
Diar. Adjacent to Here East and Queen Elizabeth Olympic Park, East Village offers a once
in a lifetime opportunity to be able to develop and deliver a vibrant new neighbourhood
and community for London.



For further information visit http://www.delancey.com



About Poke



Founded back in 2001, POKE is a digital agency whose clients include UBS, EE,
Mulberry, Ted Baker and Here East. POKE became part of Publicis UK in September 2013,
joining sister agencies; Publicis London (Advertising), Publicis Chemistry (brand
activation) and Publicis Blueprint (content Publishers). All four agencies are part of
Publicis Worldwide.




Film credits:
Partner: Tom Hostler
Creative Director: Tom Fenwick-Smith
Client Lead: Chris Street
Producer: Danny Brooks


http://www.pokelondon.com | https://twitter.com/pokelondon



About John Nolan



John Nolan is a designer and creator of robots based in Hackney. He discovered his
calling for creatures and animatronics from an early age, culminating in a career in
feature films such as Harry Potter, Brothers Grimm, Hellboy, Where The Wild Things Are and
Clash of The Titans. His London studio has given birth to some weird and wonderful
characters, created by a team of incredible designers and makers.



About Infinity SDC



Infinity SDC is the fastest growing provider of data centre services in the UK. Since
their launch in 2006, Infinity has gained a significant share of the UK wholesale data
centre market. Infinity data centres support the critical operations of some of the
world's leading investment banks, insurers and telecommunications operators.



Infinity has a proven track record of providing reliable, efficient data centres that
match their customers' needs. They design, build and manage bespoke, shared and modular
colocation data centre solutions, with a portfolio of sites that stretches around London's
M25. Infinity pride themselves on providing an uninterrupted, transparent and responsive
service for some of the world's leading companies.



For more information please visit http://www.infinitysdc.net




For information and media enquiries please contact:

Kirsty Munro: +44(0)20-3544-4946 / kirsty.munro@champollion.co.uk
Nick Colwill: +44(0)7717-897-701 / nick.colwill@champollion.co.uk






Video:
http://www.multivu.com/players/English/7422451-here-east-enlists-robots-drones


Video:http://www.multivu.com/players/English/7422451-here-east-enlists-robots-drones
Here East


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Profile: intent