On May 29th 2012 a data-enterer from one of London's dullest marketing insight agency (a tough competition) decided to take the day off from Excel spreadsheets and walk the perimeter of a “brand exclusion” zone around one of London's Olympic Zones - the ExCel Conference Centre - reading out numbers seen in the landscape. He followed the “Advertising and Street Trade Restrictions venue restriction zone” as closely as possible, starting at the Excel Centre where the annual Plastics Design And Moulding Exhibition And Summit was being held alongside The Summer Graduate Fair and travelling anti-clockwise around the circuit, passing the Emirates Air line cable car, Silvertown (soon to be redeveloped by Arup as a "cluster for technology, medical and brand companies" at an estimated cost of project - £1.2 billion), London City Airport with its anxiety-inducing lowflying aircraft, Premier Inn offering rooms for £29 a night, where a lonely film crew's equipment offered some electronic interference, and finally completing the loop by returning to the Excel Centre. The temperature reached approximately 24°C, 55% humidly levels with a high pollen count (number unknown).
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