Where Great Things Start

GREATTHINGSSTART HERE

LONDON0°00 W 51°50 N

The 8,000 bikes in the Barclays Cycle Hire

Scheme have been used for more than 14 million

journeys to date.

WELCOME TO LONDON

London is a true world city. Every year we attract more and more people, investors, students and events from all points of the compass. It is where the world comes together – to share ideas and experiences, to start or to grow enterprises, to debate, learn and invent.

We have a unique environment that nurtures talent, a work ethos that supports business growth and a unique diversity that allows innovation to thrive – London has all the ingredients to allow every person or business to excel to new extraordinary heights.

Many are attracted by London’s dazzling culture and its unparalleled heritage whilst others are drawn to London’s constantly changing physical and economic landscape. I firmly believe that no other place in the world can offer our unique mix of the modern and the groundbreaking with tradition and huge depth of experience – together this generates a vast range of opportunities.

Every day is an exciting day to be in London. The stage is set and we invite you to come and play your part in the experience.

Boris JohnsonMayor of London

FOR LONDON

IT WAS A PRIVILEGE TO HOST

AN AMAZING GLOBAL SPECTACLE THAT

SAW THE WORLD COME TOGETHER

AND ACHIEVE GREATNESS.

AS A CITY,

LONDON WILL ALWAYS REWARD

ACHIEVEMENT AND ENCOURAGE THE

QUEST FOR BETTER. VERY MUCH THE

ORIGINAL CITY, IT WILL CONTINUE TO

ADAPT WITH THE TWISTS AND TURNS

OF PROGRESS AND LEAD THE WAY FOR

WHAT COMES NEXT.

LONDON IS A PLACE

WHERE GREAT THINGS START.

TAKE ON THE OPPORTUNITY.

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BE PART OF A CITY

NEW HEIGHTSTAKE ON

£38bnPRIME RESIDENTIAL

DEVELOPMENT PLANNED

£12bnNEW OFFICE

DEVELOPMENT PLANNED

£15bnINVESTMENT IN LONDON’S

TRANSPORT SYSTEM BETWEEN NOW AND 2020

1.1bn PASSENGERS CARRIED EACH YEARON THE LONDON UNDERGROUND

London breathes new perspectives, ambitions and direction into everyone who experiences it. Just one day in London opens up the opportunity to learn from the past, celebrate the present and help shape the future.

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< To Start> To Finish

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Every day, London listens as citizens and businesses work to kick-start their dreams and realise their achieve-ments. It responds with constant reinvention – housing schemes in central London’s King’s Cross, mixed-use developments in Stratford’s International Quarter next to the Olympic Park, a new residential, cultural and business quarter in Nine Elms along the River Thames, and the green cityscapes in Royal Victoria Docks. Add the signifi-cant investments in upgrading transport links and greater web traffic capacity than anywhere else in the world, and you have a super-connected city that never stops growing.

London keeps pace with the people who invest their time and energy year after year. It raises them above the challenges they face, creating an ideal environment in which they can work, study, visit and live.

95Floors

310Metres high

202 Rooms in the Shangri-La Hotel, on floors 34 to 52

95%Recycled constructionmaterials

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SUCCESS STORYTHE SHARD

“London is the greatest city in the world. A global hub for business and culture offering true diversity. Through both a compelling vision and a significant investment we wanted to create so much more than a building. The Shard is a global identity and personality for London, and will be a legacy for centuries to come.”

Irvine Sellar, Partner LBQ Limited and developer of The Shard

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CREATIVITYTAKE ON

17,000MUSICAL PERFORMANCES

PER YEAR

47YEARS OF EUROPE’S BIGGEST

STREET FESTIVAL, THE NOTTING HILL CARNIVAL

1stSHOWCASE OF

CONTEMPORARY ARAB ART AT SHUBBAK

£100mORDERS PLACED DURING LONDON FASHION WEEK

250FESTIVALS PER YEAR

11,000COMEDY SHOWS

PER YEAR

32,000THEATRICAL PERFORMANCES

PER YEAR

3 of 5TOP MUSEUMS IN THE WORLD

ARE IN LONDON: THE TATE MODERN, THE BRITISH MUSEUM AND THE NATIONAL GALLERY

FreeTO GET INTO MOST OF LONDON’S MUSEUMS

£1bnTHE VALUE OF

THE LONDON FILM INDUSTRY IN 2011

London’s unique cultural appeal lies in its ability to reinvent itself – playing muse to each generation’s imagination and aspiration whilst remaining true to its captivating history.

London is a city that pushes the boundaries of innovation and creativity whilst paying homage to its heritage. It attracts a genuine diversity of people, inspiring their work, lives and outlook on the world with all kinds of creative expression – from a date with the Baroque artists at the National Gallery, to a night with Shakespeare on the banks of the Thames, to the provocative street art of the East End, to the experimental but dazzling mix of comedy, music and theatre on the fringes of the city.


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“The sheer number of different cultures in London has an effect on both its citizens and on visitors. At street level, it enables punks, Goths and business people to inhabit the same space.” Paul Owens, BOP ConsultingWorld Cities Culture Report 2012

Over 1 million people from more than 60 countries experienced the 2012 London Design Festival andits 300 events.

“If one of the skills of design is to look at the world in new ways, that’s something we want to reflect. For example, Keiichi Matsuda’s Prism at the V&A: a digital installation of constantly changing screens which absorb and process live data from around London.”Ben EvansDirector, London Design Festival

“London is a world of theatre. The grand theatre of the human spirit that London most readily represents, and there is scenic detail and movement and passion and the action of crowds. It is quite different from other cities.”Peter Ackroyd Biographer, novelist and critic

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SUCCESSTAKE ON

From morning ’til evening, the city is abuzz with people who love to do business, and London makes it easy for them.

London has always been a global trading centre at the heart of industrial and technological change, creating ever widening networks across the business world with each passing century. Now, as a power house for knowledge, digital technology, finance, creative talent and business services, it’s a key global marketplace in many sectors.

With excellent digital global connectivity, an unmatched talent pool and a business friendly environment, it’s no wonder that London gets voted best business city in Europe year after year.

With the promise of investment, growth and financial and creative returns, London is where ambitious businesses come to prosper and flourish.

82%OF SENIOR EXECUTIVES FROM FOREIGN DIRECT INVESTMENT

COMPANIES BELIEVE THAT LONDON PROVIDES A GOOD ENVIRONMENT

FOR STRONG, INNOVATIVE COMPANIES

5INTERNATIONAL AIRPORTS

PROVIDE DIRECT FLIGHTS TO MORE THAN 350 DESTINATIONS

C:QLONDON HAS THE BEST

COST TO QUALITY RATIO FOR BUSINESS IN EUROPE

LONDON HAS ATTRACTED

3xMORE EUROPEAN HEADQUARTERS THAN ANY OTHER CITY IN EUROPE



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From entrepreneurial start-ups in East London’s Tech City, to multinational giants in Canary Wharf, to widely dispersed creative boutiques and industry-leading flagships, London stimulates and connects clusters of expertise of every size and shape.

London’s strong financial industry gives it a unique platform to bring together the new partnerships, discoveries and commer-cial strategies that together equal greater chance of success.

SUCCESS STORYTECH CITY

The emergence of Tech City affirms London’s position as the number one European location for digital industries, and it has experienced 700% growth over three years alone.

“We were looking for a centre that had a large tech base and it became apparent very quickly that London was above anywhere else.”

Mike SchroepferVP of Engineering, Facebook

“Americans feel comfortable here, it’s a place where Europeans converge to do business, people from the Middle East come and of course people from the Far East come as well. What better place to have global ambitions than the global capital?”

Alex AsseilyFounder, Jawbone mobile products

“I love London - there’s a great buzz and energy here at the moment. A lot of my friends are moving to build their businesses in Silicon Valley, but while I like visiting there, I’d rather build my business here.”

Michael Acton SmithFounder, Moshi Monsters

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NEW IDEASTAKE ON

£16bnCLINICAL FUNDING

ANNUALLY, MORE THAN ANYOTHER EUROPEAN CITY

995LIFE SCIENCE COMPANIES

MAKE LONDON THEIR HOME

£75mGOVERNMENT INVESTMENT TO BOOST HIGH TECH SMALL AND

MEDIUM SIZED BUSINESSES



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London encourages the free thinkers of the world to come together and create breakthrough change on a global scale.

To foster these ideas and ambitions, London has invested £200 million in innovation centres exploring everything from renewable energy to future cities to cell therapy. There’s also the Google Campus for budding entrepreneurs, The Crystal to improve knowledge of urban sustainability, the Francis Crick Institute and Cell Therapy Catapult to encourage research and collaboration and Tech City to support the world’s fastest growing digital economy.

London offers the perfect ecosystem for great ideas to be transformed into real world products, services and discoveries. In London doors open and lives change as innovation thrives and business and society achieve more.

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SUCCESS STORY THE CRYSTAL

Part of the Green Enterprise District on Royal Victoria Docks, Siemens’ £30 million Crystal is the world’s first centre dedicated to improving knowl-edge of urban sustainability. It is one of London’s greenest buildings, wired up with sensors that adjust the heat, light and ventilation automatically to conserve the solar-generated electricity stored in the batteries powering the centre. Operating free from fossil fuels, all aspects of its design take care to conserve energy.

The building serves as a think tank for engineers, R&D teams, city experts and investors who come together on projects to drive sustainable urban innovation, create green collar jobs and showcase best practice in urban planning and design.

“East London’s wharves and warehouses led the capital’s global dominance of the industrial age, and I want this area to be the 21st century equivalent. We are working to attract the best new high tech industries and environmental businesses to bring investment and jobs to Londoners. Siemens’ Crystal is a perfect platform to help kick-start this regeneration, demonstrating the type of dynamic partnership I want London to forge with global innovators in order to create the best big city in the world.”

Boris Johnson, Mayor of London

LONDON IS BUILDING THE FUTURE LANDMARKS OF

LIFE SCIENCES RESEARCH

£50mCELL THERAPY CATAPULT

£650mFRANCIS CRICK INSTITUTE

LONDON’S ICT SECTOR IS WORTH

$27bnAND GROWING BY

7% PER YEAR

23,000 IT COMPANIES IN LONDON – MORE THAN

ANY OTHER EUROPEAN CITY

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90,000FANS ATTENDED THE UEFA

CHAMPIONS LEAGUE FINAL 2011

THE MOMENT

TAKE ON

London puts businesses, brands, sports people and performers in the global spotlight, in front of an energetic audience with whom they can celebrate the passion they share.

Every year thousands of events take place in London’s top class stadiums, auditoriums and sports grounds. While there was none bigger than the 2012 Olympic and Paralympic Games, speakers, business networks and sponsors all recognise London as a city unparalleled in staging events of all sizes.

This city engages the world, guaranteeing a global audience and a concentration of media, PR and local experts eager to project your message to millions. With a broad accommodation offer, global accessibility, a resilient public transport system and retail, cultural and entertainment offerings to suit all tastes, London is always a sell-out performance.



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THE O2 ARENA HOSTED

140EVENTS IN 2011,

MAKING IT THE WORLD’S MOST POP-ULAR MUSIC VENUE FOR

5 YEARS IN A ROW

AUDIENCE OF OVER

8mRESIDENTS

26mDOMESTIC AND INTERNATIONAL

VISITORS IN 2011

200INTERNATIONAL MEDIA

DESKS BASED IN LONDON

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SUCCESS STORY NATIONAL FOOTBALL LEAGUE

The National Football League (NFL), the highest level of professional American football in the United States, has been playing one regular season contest in London every year since 2007, and has committed to do so un-til 2016. The six games held in London to date have drawn crowds ranging from 76,000 to more than 84,000, with each game generating over £22 million to the economy.

“Since we started playing regular season games in London five years ago, we have heard very clearly from our UK fans they want more football. We are excited to play two games in London and take this next step in the growth of our game. We believe that more football will lead to more fans.”

Roger GoodellCommissioner, NFL

“From our cultural and language point of view, going to London and playing there and developing the game made sense. We have such a following in the UK and people really grab on to the game. It’s wonderful to see another country embrace our sport, and by bringing the real game there I think they have really loved it.”

Robert KraftOwner, Patriots

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London’s talent pool is drawn from all over the world – it’s where you come to succeed.

Studying and working with people drawn from over 200 countries creates something new. It sparks new ideas and innovation because it helps you think differently about the world around you.

London breeds curiosity and fuels ambition by offering rich experiences and encouraging personal growth, all while promising an unrivalled breadth of opportunity. And it keeps giving because even when leaving the city you are still connected to a network of London alumni that spans the world. As creative talents ranging from Shakespeare to Damien Hirst to Stella McCartney have all discovered, London nurtures ambition and is a springboard to success.

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80% OF FOREIGN BORN EXECUTIVES

BELIEVE THAT WORKING IN LONDON HAS BOOSTED THEIR CAREER PROSPECTS MORE THAN ANY

OTHER EUROPEAN CITY

110,000 INTERNATIONAL STUDENTS.

MORE THAN ANY OTHER CITY IN THE WORLD

MORE TOP UNIVERSITIES THAN ANY

OTHER CITY IN THE WORLD(TIMES HIGHER EDUCATION WORLD

UNIVERSITY RANKINGS)

A life in London gives you the platform to develop new talents and take them to a global audience.

“London enables you to exhibit your work from such an early stage, which really sets you up to be noticed by buyers and media from across the globe. After my first show at London Fashion Week, I was picked up by high-profile stockists as far flung as Paris and Hong Kong.”

Mary Katrantzou Fashion Designer

“My education in London equipped me with the necessary tools and skills to work, grow and succeed in a global corporate environment. Studying and living in London gave me an opportunity to interact with and befriend individuals from diverse nationalities and all walks of life.”

Tejal AjmeraMorgan Stanley Private Wealth Management

“Studying in the heart of London ensured that I was always on top of my networking and people skills, which are fundamental for success in today’s world.”

Ranesh Nair Senior Consultant, IDFC Policy Group, New Delhi

“I believe it all started with that one decision to study in London, the benefits of which I continue to reap.”

Supriya SobtiFounder, Mow Productions Ltd



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A WAYOF LIFE

TAKE ON

40 INTERNATIONALSCHOOLS PROVIDING EASY

TRANSITION FOR HUNDREDS OF EXPAT FAMILIES

£20mPLANNED INVESTMENT INTO SPORTS FACILITIES

ACROSS LONDON

1/3 OF LONDON’S TOTAL AREA IS MADE UP OF GREEN SPACE

LONDON’S RESTAURANTS SERVE OVER 70 CUISINES FROM DIFFERENT

COUNTRIES AND REGIONS

84%OF LONDONERS THINK THAT THE CITY’S CULTURAL SCENE IS IMPORTANT IN ENSURING

A HIGH QUALITY OF LIFE



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Life in London is unlimited. From its wide-open green spaces to the variety of people who together speak 233 different languages, young or old, London broadens your horizons and opens your mind. It pulls off the trickiest of manoeuvres – protecting its heritage for all to enjoy, while simultaneously celebrating the new and embracing varied walks of life. It’s this that makes the city so fascinating and so fun to live in.

One day in London and your taste buds will fizz with new flavours, your ears will hum with buskers and Britpop, your eyes will take in images from politics, to parties to performance art. Whether it’s a film premiere, a trip on the London Eye, exploring the local farmers’ market with your kids, or simply an afternoon in the pub with friends, 24 hours in London is 24 hours of life lived to the full.

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SUCCESS STORYGREENWICH PENINSULA

Once associated with energy of a different kind, as Europe’s largest gasworks, the Greenwich Peninsula is undergoing a 21st century transforma-tion. It is home to the world’s most popular music venue The O2, Ravensbourne College of Design and Communication, and is connected to the Royal Victoria Docks across the Thames by the new Emirates Air Line cable car.

Developed by a partnership between the Greater London Authority, The Royal Borough of Greenwich and private developers, Greenwich Peninsula will be one of the UK’s largest energy-efficient urban regeneration projects. A new district of 190 acres, it will have 10,000 new homes, a 3.5m sq. ft. commercial district, schools and several parks.

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“A fascinating variety of wildlife thrives in the Greenwich Ecology Park, including frogs, toads and newts. In spring and summer the park comes alive with brightly coloured dragonflies and damselflies, and look out for butterflies over the meadow areas.”

The Conservation Volunteers

“The transformation of Greenwich Peninsula is undoubtedly one of the most exciting development opportunities in London. This latest phase of regeneration will seal its future as a thriving, well-connected new district, combining vibrant new residential areas and fantastic leisure facilities.”

Boris JohnsonMayor of London



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London StoriesNova Chiu

design. Now a regular fixture at London Fashion Week, her work has been featured in the Evening Standard, Vogue, i-D Magazine and Harper’s Bazaar.

“I have been inspired by so many things in the city, I couldn’t think of any better place to study and learn my trade. I will definitely take with me the city’s culture - Londoners have

shown me that they are not afraid to take risks and try new things. On a social and cultural level London and the UK are far more advanced than anywhere else in the world. I truly believe that London is on the forefront of all things new, especially on an artistic level. London is second to none the best city to study in the world and I wouldn’t have changed it for any other place.”

Born and raised in China, Nova Chiu came to London to study at the renowned London College of Fashion, a place she credits with propelling her into the fashion industry with all the right skill sets and knowledge to succeed. Her experiences in London – its rich history, exquisite architecture, free museums and support bodies for creative talent – helped nurture and influence her natural talent for




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Since graduating from London’s Royal College of Art, Thomas Heatherwick has flown the flag for London with a variety of astonishing feats of design and engineering. From the stunning Olympic cauldron, to Shanghai Expo’s seed cathedral, to a fresh imagining of the London bus, Heatherwick has set a new bar for extraordinary creativity.

“I am really interested in the infrastructure of London. There is a character and idiosyncrasy that we now expect from art in buildings like Battersea Power Station, or the Underground. There is pride, integrity and incredible quality. I do not differentiate between infrastructure and architecture; I see them as one area.”

Representing the best of British innovation in materials, architecture and user-centred design, Heatherwick continues to thrill with an unwavering ambition to make things better in the world we live in. Lond

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London StoriesThomas Heatherwick




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London StoriesMichel Roux Jr

Born into the Michelin starred world of his father (Albert Roux) and uncle (Michel Roux Sr), Michel Roux Jr always had cooking in his blood. In 1993 he took over Le Gavroche, the Mayfair restaurant the Roux brothers had founded in 1967. Since then he has opened two more of the capital’s leading restaurants, Roux at Parliament Square and Roux

at the Landau at the Langham Hotel. Though committed to his French as well as his English roots, Roux is a true Londoner, and still works in his kitchens three or four times a week learning from new talent and pushing new gastronomic boundaries. “London is a fantastic and vibrant city. It is a pleasure to live and work here. You witness the diversity

of the capital daily and I never get tired of the way you can walk down one street and enjoy a completely different atmosphere to the one before. A great place, full of energy for building a business and spaces to relax and unwind – it would be difficult to imagine living anywhere else.”




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The London Underground was the

world’s first metro system and currently serves 270 stations.




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START HERE

London is the city where great things start. It offers rich rewards to those who invest their time, resources and curiosity. London is not only a unique experience, the backdrop to a pinnacle event or a standout career; London is a spirit and a state of mind. London stays with you, ranging beyond its own borders while taking you beyond yours.

London & Partners can help you. We work in partnership with the Mayor of London and the public and private sectors to put London in reach of students, visitors and investors from around the world who want to start, grow and thrive in this innovative, creative city.

Know where to begin

Take the opportunity and partner with Londonlondonandpartners.com/starthere

http://www.londonandpartners.com/starthere

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Where Great Things Start