London in Belgrade festival was held at the Kralja Milana street in Belgrade, which was closed for event from Terazije to Slavija. A sunny day in the city center was enriched with a fabulous music program, entertainment for all ages organized at nine points, but the greatest enthusiasm was caused by the performance of Bajaga and Instructors.
The whole event had a humanitarian character and IDEA donated 15 dinars for every visitor, and since the festival was visited by 67,359 people, the event collected 1,010,385 dinars (€8,177), which the company earmarked for the Little Theatre “Duško Radović”.
Organization of the festival London in Belgrade was entrusted to the marketing agency Communis, whose team tirelessly worked to prepare every detail and again set new criteria for the organization of big city events. The visitors had a great variety of activities, but also the opportunity to participate in sports competitions and win various awards.
In the days before the grand opening, IDEA’s double-decker bus operated at several locations in the city and thus, at least briefly, brought closer the delights of London experience to Belgrade, and the days after the opening were marked by daily Matinee parties. Former city epicenter and a place where bohemians gathered is now adorned with unique interior, a genuine London telephone booth, and a unique range of traditional British products.
