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The London Underground is more than just a mode of transportation, it is a link and a daily routine in the lives of countless Londoners. It travels above and below ground, connecting diverse neighborhoods and historic sites, and linking Londoners of different cultural backgrounds, identities and emotions. Each line and station of the network records the layers of urban development and the daily lives of residents, making the London Underground a unique “urban fabric” of London.

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Make London a 'secret portal' for every Londoner, not just a city, but a unique experience that takes people on a journey through the everyday and into the deeper emotions and stories of the city.

The theme emphasizes London's role as a symbol of 'Platform Nine and Three Quarters', capturing the unique atmosphere and mystery of the city, while inspiring Londoners to discover and explore more of the city's beauty.

Positioning London as a space of mystery, depth and infinite possibilities, it allows Londoners to find their own extension and sense of belonging outside of their everyday lives on Platform Nine and Three-Quarters.

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The concept was inspired by Kaleidoscope London, wanting to present a multi-faceted London

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Logos is too organized, can't show the diversity of London