London 2012 Olympics
London Legacy Development
Own the Track
Following the London 2012 Olympic Games, Intaglio worked in partnership with the London Legacy Development Corporation to deliver Own the Track, a programme giving supporters and collectors the opportunity to purchase an authentic section of the athletics track used at the Games.
This was not replica memorabilia. It was the actual surface where Olympic history was made. This scheme aimed to preserve the legacy of the London 2012 Games by offering enthusiasts and collectors a unique opportunity to own a segment of the athletics track used at the Queen Elizabeth Olympic Park during the Olympics.
The Challenge
The project needed to honour the scale and significance of the London 2012 Games.
The track was one of the most recognisable symbols of the Olympics. Any product created from it had to feel credible, premium and worthy of the occasion, and it was essential to provide buyers with confidence in authenticity and provenance.
The programme required:
- Careful preservation and preparation of the original track material
- A premium product design suitable for collectors
- Clear authentication and traceability
- Packaging that reflected the stature of the Games
The Solution
Intaglio managed the product design, packaging and fulfilment of Own the Track.
Designed with respect for the moment
A refined black and gold brand palette was developed to reflect the prestige of the Olympics. Each section of track was housed within a bespoke acrylic casing, designed to protect and showcase the material.
Created as a collector piece
The track segment was presented in a black clamshell box featuring foil blocking, screen printed foam and a magnetic closure. The packaging elevated the product from souvenir to keepsake.
Every piece was accompanied by a certificate of authenticity confirming its origin from the track at Queen Elizabeth Olympic Park.
Managed end-to-end
Intaglio oversaw production, assembly and fulfilment, ensuring each item met the quality expectations and high brand standards associated with the Games.
The Results
Own the Track allowed individuals to take home a genuine part of the London 2012 Olympics.
These pieces now sit in homes, offices and collections around the world. Each one represents a moment when the world came together and athletes such as Usain Bolt and Jessica Ennis-Hill competed on that very surface.
The programme preserved a physical part of the Games and transformed it into something personal.
A section of track. A piece of history. Held in your hands.
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