Hart of London

This Christmas, The Hart of London will ignite a change in the hearts and minds of all who visit him, by highlighting the problem of plastic waste and encouraging them to increase their commitment to recycling.

Monday 3 December 2018 – A deer is arriving in London’s West End this festive season, however, he won’t be accompanied by Father Christmas or Rudolph. The illuminated, life-size white deer or ‘Hart’ – aptly named Hart of London - has been created to remind the public about  plastic waste consumption, encouraging visitors to recycle and reuse plastic more this Christmas.

Top tips to reduce plastic waste over the festive period:

• If you purchase a drink in a plastic bottle, make sure the bottle gets recycled by placing it in a dedicated recycling bin either out and about or at home
• Ensure reusable cups, bottles and cutlery are used for parties and festive gatherings
• Where possible, buy fruit and vegetables loose and avoid products with a lot of plastic film around them
• Remember reusable bags when doing Christmas shopping or going to the sales
• Consider resale, reuse or re-gifting before disposing of unwanted gifts

Designed by Liverpool based sculptor Faith Bebbington, Hart of London was  installed in St. James Church Gardens on Sunday 2 December. The installation includes new tap donation technology, allowing visitors to contribute directly to the St. James’s Church charity at the tap of their payment card. The fixed £3 donation will go towards free counselling services, night shelters for the homeless and support for asylum seekers. In addition, every donation will see the Hart of London light up with beautiful illumination, creating a magical, festive moment that visitors are sure to remember.

Throughout 2018, Heart of London Business Alliance and Veolia have been working on environmental initiatives across the West End, leading the sustainability agenda with Westminster City Council and ensuring the area remains an attractive and welcoming destination. The Hart of London installation is a celebration of this partnership, which has seen over 1.05 million sq. metres of streets in London’s West End cleaned and 3.5 million pieces of chewing gum removed. As well as this, over 90 major businesses in London’s West End have now signed up to Heart of London’s preferred supplier’s scheme, which aims to consolidate freight and delivery traffic to improve air quality and reduce congestion.  Heart of London Business Alliance have also worked with Veolia and Westminster City Council to introduce designated disposable cup recycling with 98,000 disposable cups recycled in a three months trial period earlier this year.