17th July 2018 | Installations
BITE UK’s Tunnel of Light helps Norwich BID scoop double awards
In 2016, we were approached by the Norwich BID team to design and create an interactive art installation, to be a community focal point and a viral photo-opportunity; a magical experience for the residents of Norwich and to attract tourists from further afield. In response to this brief, we created the 45m long Tunnel of Light, the longest of its type in Europe.
The Tunnel of Light which we designed and made, from concept through to completion saw the 57,000 LED lights and 5.6 miles of cabling attract over 10,000 people on its first night. Over its seven weeks of installation, the Tunnel of Light drove a 2.5pc increase in city-centre footfall.
The animated Tunnel of Light was designed to echo the colours of the Northern Lights, with the animation and colour changing lights creating a magical, immersive experience for the visitors.
Since installing the Tunnel, Norwich BID has gone on to win the Campaign of the Year for its festive promotion, as well as BID (Business Improvement District) of the year, with the brilliant news that we will be expanding their existing Christmas Light Scheme in the coming years.
“The Tunnel of Light was absolutely stunning and became a national talking point resulting in over one million BBC Facebook views and a marketing/PR campaign which reached over 10 million people.
“We were overwhelmed with the public’s reaction and we are excited to be bringing the tunnel back to the city later this year. We look forward to delivering more fantastic projects for everyone in Norwich to enjoy.” – Stefan Gurney, executive director of Norwich BID.
With great Press Coverage from a number of publications, the Tunnel of Light has been hailed as one of the top 10 best Christmas Light Festivals in the UK – the Guardian.