• by Fern Siegel , October 17, 2023

London is home to more than 850 art galleries and 170 museums, as well as community art projects and street art.

So it's no surprise that artists and the city's art world are debuting a new campaign, "London Creates," to honor the 20th anniversary of Frieze London, its contemporary art fair.

Created by M&C Saatchi London, and touted by the Evening Standard newspaper and Sadiqu Khan, London's mayor, "London Creates" promotes the capital's visual-arts sector, which hopes to extend its reach to film, theater and music.

Broader campaign activity, a long-term initiative, is rolling out across press, out-of-home, social and digital channels, supported by a mural in Shoreditch, created in partnership with Global Street Art.

Will Bate, senior art director, M&C Saatchi London, said: "Our task was to create a brand which would capture that dynamism, and nod to the city’s cultural past, present and future. 'London Creates' is a bold, active statement which can be used in a plethora of ways by everyone from a small neighborhood gallery to the Mayor of London’s office."

To mark the launch, the Evening Standard is publishing a special edition of the paper, with two limited-edition posters created by artists Gilbert & George.

Justine Simons, London’s deputy mayor for culture and the creative industries, added: "Creativity is built into the fabric of our city. Our artists, the diversity of voices here and the infrastructure that underpins them is what makes London such a dynamic creative capital. We are proud that artists are at the heart of our city."