London 2012 Summer Olympics

  • Client: London Organizing Committee for the Olympic & Paralympic Games
  • Location: London, UK


  • Guest Experience Audit

The London Organizing Committee of the Olympic and Paralympic Games asked us to review and consult on the design of Olympic Park for the 2012 Games, where we focused on enhancing the entire guest experience, including recommendations for guest flow and masterplanning, live entertainment, retail, food and beverage, nomenclature and wayfinding, spectator engagement, venues, sponsorship experiences, and much, much more.

This extensive report became an operational “bible” for the London Games, used through opening day as a planning and implementation guide. We have since become the “go-to” resource for the International Olympic Committee as “Spectator Experience Experts”; Thinkwell co-founder and Chief Creative Officer Craig Hanna has spoken in Lucerne, Switzerland at IOC workshops with all future Organizing Committees of the Olympic Games.