Beyond 2012 - an integrated Design Story

Walk in the Olympic Park,
A built environment story

“We aimed to introduce a sense of magic and myth into the creation of the Park.”

Daisy Froud,
AOC Founder

What inspired your design concept?

From the pelicans in St James’ Park to the stone alcoves of old London Bridge in Victoria, London’s parks contain hidden stories and fantastical elements. Through light touch and minimal intervention, we aimed to introduce a sense of magic and myth into the creation of the park, for the benefit of spectators to the London 2012 Olympics and future visitors.

What challenges did you face along the way?

The complex and shifting demands of security, access, pedestrian flow and design history made the agreement over the location of site-specific installations difficult. It was only through extensive, creative and continued engagement with an expanding number of stakeholders that it was possible to achieve a consensus.

How did it feel to be involved in such an important British project?

The Olympic Park was epic in scope and unlike anything delivered in the UK in recent times. To be involved in the creation of such a generous public place, within walking distance of our office and many of our homes, was a thrilling and significant experience both professionally and personally.


Company name
AOC Architecture Ltd

A curated route with narrative overlay and landscape installations telling the story of the transformation of the Park.


Project team

Tom Coward

Daisy Froud
Brief Development

Bethan Kay
Architectural Assistant

Gill Lambert

Ryan Roberts
Architectural Assistant

Geoff Shearcroft
Architect & Project Lead

Ryan Roberts
Architectural Assistant

Kevin Owens
Design Team Principal

Felicity Hartnett
Sustainability Partnerships Manager

More 2012 stories

Olympic Medal Design
Ramshaw-Watkins Ltd

Olympic Mascots
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Olympic Cauldron
Stage One Creative Services Ltd

Olympic Cauldron
Heatherwick Studios

Olympic Torch and Relay Artefacts
Paul Raindle