Project

Euro 2020 Kicks Off On The London Underground With Links Signs

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Working in collaboration with Transport for London (TfL) and Heart Productions, Links Signs are proud to have brought a taste of Euro 2020 to five iconic London Underground stations.  

With all three of England’s group games and both the semi-finals and finals taking place at Wembley Stadium, London is right at the heart of Europe’s most iconic football competition. 

Our job at Links Signs was to echo this excitement underground, and welcome visitors to this event of a lifetime. To achieve this, we brought the beautiful game to five of London’s biggest stations: Kings Cross, Paddington, Baker Street, London Bridge and Wembley Park. 

It’s Coming Home

With the capital hosting six huge matches at Euro 2020, the London Underground didn’t just need to reflect the excitement – it needed to add to it. Links Signs aimed to achieve this by creating ‘selfie stations’, recreating iconic elements of Wembley Stadium and the matchday experience for commuters to enjoy.

Bringing this idea to life meant closely collaborating with the TFL Commercial Partnership Team. Links advised on what would and would not work with the designs, and guided the project from brief to installation in just 3 weeks, launching alongside the Euros on 11th June.

Getting you to the game

The London Underground is vital in getting people to Wembley Stadium, but we also wanted it to evoke the experience of attending a match. To do this, we integrated aspects of the station topography with our printed graphics, helping to emulate parts of the stadium. 

At Wembley Park and Baker Street, floor and wall vinyls were intricately cut and applied to create ‘dug outs’ around existing benches. Elsewhere,  wall vinyls were used to create an impressive optical illusion of players exiting the tunnel to greet the Wembley crowd. 

A miniature pitch was also recreated using floor graphics at Kings Cross, with other wall graphics showing the crowd and corner flag. Pivotal to all of this was Drytac’s Polar Grip vinyl and laminate, which allowed us to provide durable, fully fire-rated graphics that are easy to apply and remove. 

The designs were printed using specialised HP printers, and expertly installed over the course of five nights while the stations were closed. 

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