Our mission at Links Signs was to capture and amplify the excitement of Euro 2020 within the London Underground, welcoming visitors and creating an unforgettable experience as they traveled to and from these historic matches. We transformed five of London’s busiest stations—Kings Cross, Paddington, Baker Street, London Bridge, and Wembley Park—into immersive, football-themed environments.

With London hosting six major matches, the Underground needed to do more than just serve as a transit hub; it needed to enhance the atmosphere of the tournament. Links Signs worked closely with the TfL Commercial Partnership Team to develop and install unique ‘selfie stations’ and thematic designs that echoed the energy of Wembley Stadium and the excitement of match day.

Our team provided expert advice on the feasibility of the designs, ensuring that the final installations would not only meet the creative brief but also adhere to the strict timelines and safety standards required. The entire project, from concept to completion, was executed in just three weeks, launching in perfect sync with the tournament on June 11th.

Bringing Wembley to the Underground
The London Underground plays a crucial role in transporting fans to Wembley Stadium, but we wanted to go beyond transportation and bring the matchday experience underground. By integrating the station’s physical layout with printed graphics, we recreated iconic elements of Wembley Stadium across several stations.

At Wembley Park and Baker Street, we transformed existing benches into ‘dugouts’ using carefully cut floor and wall vinyls. We also created a stunning optical illusion at these stations, with wall graphics depicting players emerging from the tunnel to greet the roaring Wembley crowd.

At Kings Cross, we recreated a miniature football pitch on the station floor, complemented by wall graphics that depicted the crowd and a corner flag, immersing commuters in the game day experience. To achieve these effects, we used Drytac’s Polar Grip vinyl and laminate, known for its durability and fire-rated properties, ensuring the graphics were safe, long-lasting, and easily removable.

The graphics were printed using specialized HP printers, delivering high-quality, vibrant images that captured the spirit of Euro 2020. Installation was carried out over five nights while the stations were closed, ensuring minimal disruption to passengers and a seamless unveiling of the finished project.

This collaboration between Links Signs, TfL, and Heart Productions successfully brought the excitement of Euro 2020 to London’s Underground, creating a series of visually striking, immersive environments that celebrated one of the world’s most beloved sporting events. If you’re interested in working with us on your next project, feel free to get in touch.