Paddington Loose in London

The little bear turns up in iconic London locations to support new movie release.

19 October 2017

London. 19th October 2017. Award-winning design agency, Conran Design Group, has today announced the launch of an experiential campaign featuring five life-sized Paddington Bear models being positioned around London. The campaign, which supports Studio Canal’s release of the Paddington 2 movie on 10th November 2017, will place Paddington models on pop-up books, with scenes set in the capital’s most iconic sites — Buckingham Palace, Trafalgar Square, Tower Bridge, Piccadilly and The Houses of Parliament — across London over a two-month period.

Each three metre by two metre model features a Paddington bear sitting on a book eating his favourite marmalade sandwich, and has an interactive element, featuring hidden games and ‘discovery’ touchpoints. The first model will launch at The Scoop, London Bridge today (19th October), with London Mayor Sadiq Khan and star of the movie Hugh Bonneville in attendance.

The remaining four models will appear at their respective landmarks from Sunday 22nd October, and will be available for photos and selfies over the coming two months. Each model features a marker of Paddington’s height and his paw print size, for children to measure themselves against.Conran has worked in partnership with sister Havas agency, Cake (lead agency) and 3DEye (model builders) on the campaign for Studio Canal.

Thom Newton, CEO and Managing Partner, Conran Design Group, ‘Paddington is a larger than life character and the installations we have designed put him (literally) alongside the iconic landmarks of London. Making the installations interactive will really engage and excite children, and probably their parents too! We have loved the whole experience; working with Studio Canal and our fellow Havas agency, Cake, has been great.’