Recently I was able to preview the 2012 London Queen
Elizabeth Olympic Park – first hand! The countdown to the Summer Games is
winding quickly, and construction continues in preparation for everything the
Games will bring to London.
First impression is that the Olympic Park is massive. As you
step off the tube stop for the Park and Olympic Stadium, you immediately see an
enormous red steel “something.” Is it a venue for an event? Is it a partially
built structure? What is it?
This large red steel structure is the ArcelorMittal “Orbit.”
I was so proud to learn that this sculpture has strong ties
to Northwest Indiana with ArcelorMittal locations in Burns Harbor and East
Chicago. Our own office staff has several family members who work at our local ArcelorMittal
plants. It is beyond fun and that Northwest Indiana is represented across the
ocean for something as significant as the Olympic Games. It’s genius marketing
at work.
This public art is a landmark sculpture showcasing the
versatility and strength of steel. And, oh yes, it’s showcasing ArcelorMittal,
the world’s leading steel company that is present in more than 60 countries.
What a genius marketing move for the steel company. This sculpture will be a
legacy symbol for London 2012 as well as a regenerating East London. The Orbit
will also bring in revenue as it will be a ticketed visitor attraction. The
world will get to know the ArcelorMittal brand as a result of this unique
venture with the Olympic Games.
Go ArcelorMittal and Go Team USA!
