The striking new campaign celebrates London’s diversity through its iconic seat patterns
The campaign, titled ‘Fabric of London’, reimagines TfL’s historic moquette designs, the distinctive patterns that have adorned London’s transport seating since the 1920s, to tell stories of modern London life.
Created by VCCP, the campaign transforms the familiar transport upholstery patterns into a tapestry that weaves together personal stories from Londoners of all backgrounds — from commuters taking the Circle line to South Kensington clubs to marathon runners boarding the DLR.
Dan Locke, chief commercial content officer at The Standard said, “London’s rich diversity is at the heart of The Standard’s storytelling, and ‘Fabric of London’ perfectly captures the essence of our city through a powerful blend of heritage, creativity, and community. We’re proud to bring this winning campaign to life across our platforms, ensuring it reaches Londoners far and wide.
“By showcasing TfL’s iconic moquette in a fresh and meaningful way, this campaign not only celebrates the connections that define our city but also highlights the power of storytelling in shaping how we see London and each other.”
Emma Strain, customer director at Transport for London, said: “Winning this coveted advertising competition with Outernet London and the Standard for a project that highlights the role TfL plays in bringing communities together has been especially meaningful as we celebrate our 25th anniversary of keeping Londoners moving.
“The combination of TfL’s iconic moquette, a canvas synonymous with London, with the message that everyone has a place in this city in the dynamic creative is very meaningful.”
The campaign emerged as the winner of a competition run by Outernet London and the Standard, which offered £1 million worth of media space. While the creative will appear on Outernet’s immersive screens in central London for four weeks, today’s Standard cover wrap marks a significant moment in bringing the campaign to London’s commuters.
The artwork, developed with input from TfL’s product & industrial design teams, incorporates hidden elements of London transport within the pattern, including station tiles, escalators and buses, creating a visual celebration of the city’s transport heritage.
