The power of events

People gathered on a street in Clerkenwell

I don’t know whether it’s possible that one small London neighbourhood “houses 10% of the UK’s architects”, as the Guardian claims this weekend. But it certainly made me click through to read more about Clerkenwell Design Week – another great example of positioning and differentiating a place through festivals and events.

Clerkenwell claims to be the undisputed heart of design in London, and the story the website tells about the place is compelling. This week’s festival (this Tuesday to Thursday) not only gives a key, niche target market

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a reason to visit, but also reaches much wider to spread the story of an attractive, happening urban village.