Advertising hoarding to be removed from Marble Arch

The scaffolding currently encasing Marble Arch, one of London’s most iconic landmarks, will soon be removed to reveal almost two years of cleaning and conservation work carried out by English Heritage.

The conservation programme was made possible by advertising revenue generated by Ocean Outdoor, which erected a purpose-built sleeve to shroud the 19th century arch during the English Heritage renovation project, which was offered to advertisers for out-of-home (OOH) displays.

The revenue generated by advertising on the 19th Century arch has helped support English Heritage’s repair of the London landmark.

During 20 months of work, 13 brands embraced the commercial opportunity, with Ocean managing the installation of 17 purpose-built advertising wraps.

Vodafone was the first to take up a residency on Marble Arch after repairs started in August 2023. The final occupier was premium appliance brand Miele, with an experiential activation in April. Other advertisers included Adidas, Cartier, H&M, and Peroni.

Restoration work is scheduled to last until the summer, when all scaffolding and fencing will be removed and the repaired and protected arch will be revealed to the public.

Jeremy Ashbee, English Heritage’s head curator of properties, says: “High above Hyde Park and hidden behind scaffolding, a team of experts have been tirelessly cleaning Marble Arch of years of dirt, grease and grime, and repairing its intricate sculptures with surgical precision.

“This vital conservation work will mean that Londoners and visitors to the capital can continue to enjoy this remarkable structure for many generations to come.”

Phil Hall, chief executive officer of Ocean Outdoor UK, adds: “This has been a prestigious, once in a lifetime opportunity for us and brands to become a part of history. It has been brilliant to support the restoration of the legendary Marble Arch.”