London: a million things to see and do. How does one place make itself more famous than another? That was the challenge facing London’s Covent Garden, which needed to attract more visitors and remind people about the great culture it offers.

To stand out from the crowd, we created one of the world’s largest architectural illusions and made Covent Garden float. Yes. Float.

Artist Alex Chinneck built a precise replica of Covent Garden’s Market Building and placed it in the heart of the Piazza to give the impression the building was suspended mid-air, defying gravity. A feat of engineering, artistry and imagination.

Over 1.5 million visited in just 20 days - more than the Saatchi Gallery attracts in a year – and the story made headlines around the world. Earned media impressions exceeded 2 billion with a social media reach of 58 million. Every national newspaper covered the story in the UK, with more than 15 pieces of broadcast coverage.

Together with artist Alex Chinneck, we created an ‘architectural optical illusion’ which gave the impression Covent Garden’s Market Building was floating mid-air.

A fake section of the building was built, then torn completely in half. When placed in the heart of the Piazza, it appeared that the original building was levitating.

Playful and puzzling, ‘Take my lightning but don’t steal my thunder’ blurred familiarity with fantasy to attract millions. (Very few of which guessed the illusion was made possible by a lot of polystyrene and a four-tonne counterweight.)

Made famous by PR alone, early concept sketches were released before a launch photo call and VIP unveiling event, which created an international news story. Interviews with Alex appeared in UK and international press. We even held a series of cultural lectures in the Market Building. And thousands of people shared the story online through their Instagram, Twitter and Facebook feeds.

More than 1.5 million people visited over the installation’s 20-day residency - more than the Saatchi Gallery attracts in a year. Equivalent to 5% of the 30 million annual visitors to London, or 18% of London’s total population.

Made famous by PR alone, the installation became a global news story. Over 2 billion earned media impressions were secured, with headlines in 35 countries, over 400 pieces of coverage and 58 million social media impressions.

Hailed as the “best artwork ever” by the Huffington Post. Something to cause “many a person’s jaw to drop” according to the BBC.

Covent Garden’s most popular cultural installation ever. So successful, Covent Garden is now investing in a cultural commission as an annual platform.