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‘Look of the Games’ Preparations Move into Top Gear with Installation of Tower Bridge Olympic Rings

With exactly a month to go until the start of the Olympic Games on July 27, promotion of London as the host city moved into top gear with the positioning of a set of giant aluminium Olympic rings suspended from the landmark Tower Bridge above the River Thames.

The rings, costing £312,817 ($488,042) to produce and install, are part of ‘Mayor of London Presents’, a city-wide ‘Look and Celebration’ programme by the city’s mayor Boris Johnson, designed to “show the world the very best the city has to offer.”

The rings project was managed by Innovision, the event and brand experience agency, and will be brought to life with the help of a lighting system enabling Tower Bridge’s lights to change in colour and intensity.

Sebastian Coe, chair of the London 2012 organising committee, said: “The Olympic Rings are an iconic symbol, inspiring athletes and uniting people around the world. To athletes they represent the culmination of thousands of hours of training and reaching the highest level in sport. With one month to go to the Olympic Games Opening Ceremony these spectacular Rings on one of London’s most famous landmarks will excite and inspire residents and visitors in the capital.”

Source: Sportcal