“It was a strange moment in time”: Wolff Olins on London 2012 ten years later

Just before Wolff Olins launched its brand for the London 2012 Olympics, the studio refreshed its website in anticipation of a “a little bit of traffic”, recalls global CEO Sairah Ashman. The consultancy had perhaps underestimated the amount of attention it was about to receive –⁠ within half an hour, its website crashed. It was just the start of a backlash so extreme that some of its designers...
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