How The Shard Became A Proud Beacon For London
Travel / 2 months ago

The Shard is a Great British Brand 2023

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The Shard is an entry in our Great British Brands 2023 book.

The Shard: Great British Brand 2023

‘Like everyone, we’ve been adjusting to the post- pandemic world, and seen shifts in how people work at and visit The Shard. As we welcomed back office occupiers, we looked at innovative ways to improve our physical-virtual workplace. We hosted a Wellness Week for all our occupiers and employees. It included events like aromatherapy, yoga, nutrition discovery classes, and body composition training.

‘Developing experiences and spaces that support wellbeing helps demonstrate to brands the value in locating their businesses in this unique building, benefiting from not only its prestige but also through the productivity and engagement of their workforce. Last year we hosted an array of memorable events. As well as playing a part in the official BBC New Year’s broadcast in 2021, the theme of our festive lights display at Christmas was togetherness, designed to celebrate families across the country being able to spend the festive season together again. In June 2022, The Shard celebrated the Platinum Jubilee with a light display and special experiences. Our restaurants, bars and attractions developed exclusive dishes and decked themselves out, bringing the milestone to life. To mark the switch on of The Shard’s Jubilee Beacon, the Merthyr Tydfil choir sang a rendition of A Life Lived with Grace, the song written especially for the Commonwealth to be used on such an occasion.

‘We have continued to support important campaigns with the spire lights, turning them pink to mark the start of Breast Cancer Awareness Month in October. The Shangri-La hotel amplified support with its popular Pink Afternoon Tea, giving a percentage of proceeds to Guy’s Cancer Charity. In 2023 we will continue to work hard to make our destination the best in London for exceptional service and unforgettable experiences. It’s important that The Shard – the iconic vertical city in the heart of our global capital – continues to offer something unique for visitors from around the world.’ Derek Rossenrode, General Manager

Brand Timeline

2000

Famed architect Renzo Piano starts designing The Shard under contract by property developer Irvine Sellar.

2009

The Shard’s construction begins in March. Building work finished in July 2012, just over three years later.

2013

Queen Elizabeth II visits The Shard on the 21 November, travelling up to levels 69 and 72 of the building.

2020

On 31 December The Shard hosts the countdown for London’s televised New Year celebrations.

2021

On 29 September, it unveils the first public sculpture in London by renowned Spanish artist Jaume Plensa.

DID YOU KNOW?

The Shangri-La infinity sky pool on level 52 of The Shard is the highest hotel pool in Western Europe, with unparalleled views of London.
The Shard is home to seven bars and restaurants, as well as the viewing gallery where you can enjoy refreshments at the very top, open-air Skydeck on level 72.
The Shard is also home to HCA Healthcare UK, part of London Bridge Hospital, which has a diagnostic and outpatient centre on the 4th, 5th and 6th floors.
There are seven different languages represented in Jaume Plensa’s WE sculpture on The Shard piazza.
Shard Lights are made up of 575 LED lights and fixtures across the top 20-storeys of The Shard (800ft to 1,016ft).