spectator and fan experience for The International Olympic Committee.
The International Olympic Committee
They were responsible for the design and integration of every aspect of the spectator journey across the 33 competition venues and the Olympic Park, covering areas such as communications, security, cleaning and waste, entertainment, food and beverage, and more. Their focus was on bringing all operational departments together into one cohesive, holistic experience that made London 2012 so memorable and impactful for audiences worldwide.
In addition their work led to the delivery of over 4000 performances within the venues and the Olympic Park, providing a cohesive experience of brilliant operational elements and magical moments of entertainment and fun.
Creating moments worth remembering.
Since then, Unify has continued to build on this legacy as the Lead Consultant for the International Olympic Committee, guiding the Guest Experience Design process for every Summer and Winter Olympic Games. This ongoing partnership ensures that the expertise gained from London 2012 continues to influence and elevate global sporting events, setting new standards for spectator engagement, operations, and overall event experience.
Services:
Guest Experience Design
Creative/ Entertainment Experience Design
Masterplanning
Subject Matter Expert Consultancy
During the London 2012 Olympic Games, Unify Directors Heather McGill and Anthony Norris played a leading role in shaping the Spectator Experience and Entertainment teams, delivering an unforgettable Gametime Experience for over 17 million people. This included 11 million ticket holders and 6 million non-ticket holders who enjoyed free sporting events across the city.
cASE STUDIES
Client: The International Olympic Committee
Role: Spectator/Fan Experience Design & Delivery
Location: global
Summary:
At London 2012, Unify Directors Heather McGill and Anthony Norris led the Spectator Experience and Entertainment teams, shaping the Gametime Experience for over 17 million people across venues and free events. They oversaw the design of all spectator touchpoints, ensuring a seamless, integrated experience.
Since then, Unify has been the Lead Consultant to the International Olympic Committee, guiding Guest Experience Design for every Summer and Winter Games.