As Big Ben struck midnight on New Year’s Eve, London once again claimed the global spotlight with a breathtaking celebration, masterminded by Identity, the creative agency behind the Mayor of London’s iconic human experience. This year’s event wasn’t just a show, it was an audacious display of innovation and storytelling, a tribute to the moments that defined 2024 and a beacon of hope for the year ahead.

Around 100,000 spectators gathered along the Thames, joined by millions tuning in worldwide, to witness a dazzling 12-minute extravaganza that pushed the boundaries of live event production. From state-of-the-art fireworks and intricate light displays to a pioneering holographic experience, the night was nothing short of extraordinary.

For the first time ever, London’s skyline was transformed with Hologauze animations, bringing Paddington Bear, Olympic medals, and the Union Flag to life in shimmering, three-dimensional glory. These cutting-edge visuals intertwined seamlessly with a powerful soundtrack featuring Sir Elton John, Sabrina Carpenter, Dame Vera Lynn, and even heartfelt recordings from D-Day veterans.

This year’s celebration wasn’t just about spectacle; it was a narrative of unity, resilience, and joy. Highlights from 2024, including Team GB’s triumphs at the Paris Olympics and the 80th anniversary of D-Day, were honoured, alongside Paddington Bear’s heartwarming message of togetherness and diversity, resonating with Londoners and viewers around the globe.

Crowds flock to Embankment | Photo by Kois Miah
Crowds flock to Embankment | Photo by Kois Miah
Display by Titanium Fireworks | Photo by Kois Miah

An experience months in the making

Behind the scenes, Identity’s creative team embarked on a six-month journey to bring this vision to life. From meticulously curating the soundtrack in July to designing pyrotechnics and programming the light show, every detail was fine-tuned to perfection. By December, a crew of 32 specialists were on-site, working tirelessly to rig lighting, sound, and fireworks to create the perfect moment at the stroke of midnight.

“We’re so proud to work with the GLA and leading creative minds to produce this unparalleled spectacle,” said Hannah Clark, Project Director at Identity. “The Mayor of London’s New Year’s Eve celebrations have become a symbol of our city’s vibrancy and creativity, a moment that truly puts London on the map as we welcome each new year.”

For Mayor Sadiq Khan, the event embodied the spirit of London. “It’s fantastic to welcome 2025 with our biggest and best-ever New Year’s Eve celebrations. Around 100,000 Londoners and visitors joined together on the banks of the Thames for an unforgettable night of fireworks, lighting and music, while millions at home were able to see our world-first use of hologram animations to celebrate the new year. From honouring the heroes of the D-Day landings to Paddington Bear celebrating our capital’s diversity, I’m proud that we sent a message of hope and love to the world, as we build a better London for everyone.”

Lighting by Tim Routledge | Photo by Kois Miah
Mayor of London Presents Happy New Year London | Ben Broomfield
Mayor of London Presents Happy New Year London | Photo by Ben Broomfield

The future of event innovation

With over 12,000 fireworks, 420 choreographed lights, and a soundtrack that wove together nostalgia and optimism, this year’s event set a new benchmark for large-scale productions. The use of holographic technology was a world first for a New Year’s Eve celebration, exemplifying Identity’s commitment to innovation and creative excellence.

As the echoes of the final firework faded into the night, one thing was clear: London had once again redefined the art of celebration, setting a tone of unity and ambition for 2025.

Collaboration to deliver

The success of London’s New Year’s Eve celebrations was made possible through a close collaboration between the Greater London Authority, BBC Studios Events, and the official partner, the lastminute.com London Eye. These efforts were supported by vital contributions from key agencies, including The Metropolitan Police, Westminster City Council, and the Civil Aviation Authority, ensuring the event ran smoothly and safely.

Identity also worked alongside industry-leading partners such as Titanium Fireworks, On The Sly, creative director Kojo Samuel, and renowned lighting designer Tim Routledge to deliver a seamless and unforgettable experience.