News article

No10 door art installation will showcase British creative around the world

This world location news article was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government

A replica of the No10 front door briefly took the place of the real thing at the weekend as part of an art installation which will tour the world promoting British business.

The installation will go on an international tour, supporting the GREAT Britain campaign, highlighting the UK’s historical heritage while showing off the country’s craftsmanship, creative talent and technical know-how.

Designed by Jason Bruges Studios, the door looks just like the original but it captures movement immediately behind it and projects this as silhouettes onto the surface of the door.

The door combines fine craftsmanship with innovative British-made responsive technology for a uniquely interactive take on an iconic location.

The “digital double” of the most recognisable door in the world was a co-creation of Jason Bruges Studio and Benchmark, leading designers and master craftsmen. Specialist responsive LED technology designed by Jason Bruges Studio is embedded in the bespoke door. An array of sensors and display lighting reveal a silhouette capturing the moment anyone passes by and through it.

The one-of-a-kind installation will next appear at the Great Festival of Creativity at Shanghai’s Long Museum from 2 to 4 March, which will be led by HRH The Duke of Cambridge. The Festival will celebrate British creativity and innovation in front of a high level business audience from the UK, China and beyond to create opportunities for British companies to break into one of the world’s fastest growing markets.

The No 10 Door will form part of a richly varied array of British creativity and innovation at the Shanghai Festival, before forming part of a touring exhibition of GREAT Creations that will promote British business, tourism and education in other key markets. Other featured exhibits will include a one-off GREAT Britain Aston Martin, a never before seen collection of David Bailey’s portraits of HM The Queen and a handcrafted couture dress designed exclusively for GREAT by Nicholas Oakwell.

Jason Bruges said:

We are delighted to support the GREAT Britain campaign and contribute to the wider promotion of British creativity and business around the world. The installation is playful and inventive and is a classic example of the creative capital of Britain. The door is a symbol of Britain’s Creative Industries being open for business and the incredible design and technology talent we have here.

Sean Sutcliffe, Benchmark commented:

This project represents the coming together of the best of craftsmanship, creativity and technology – where Britain excels. The digital double gives a light-hearted and interactive focus on these skills. British craftsmanship is world-leading and truly becomes viable when we add the values of design and technology.

A spokesperson for the GREAT Britain campaign said:

Britain’s world leading creative industry sector generates £71bn a year for the UK economy and is pivotal in driving the UK’s economic growth. Jason Bruges and Benchmark are representative of the outstanding vision and talent on offer here. This new art installation will undoubtedly catch the attention of international audiences and provide a great visual hook to promote British business, tourism and education around the world.

Notes to editors:

  1. The GREAT Festival is being delivered in partnership with private sector organisations including HSBC, BBC Worldwide, Jaguar Land Rover, PWC, IHG, British Airways and De Montfort University. It will run in the Long Museum, Shanghai from 2-4 March 2015.

  2. The GREAT Britain campaign is the Government’s most ambitious international marketing campaign ever and showcases the very best of what Britain has to offer in order to encourage the world to visit, study and do business with the UK.

  3. The GREAT Britain campaign has delivered a direct return to the economy of over £1bn since its launch and is now active in 144 countries. Unifying the international growth promotion efforts of UK Trade & Investment, VisitBritain, British Council, FCO and a number of other departments, GREAT aims to deliver significant and long-term increases in trade, tourism, education and inward investment in support of HMG’s prosperity and growth agenda.

  4. About Jason Bruges: Born on 15th September 1972, Jason Bruges is a multi-disciplinary artist based in London. Jason’s work blends architecture with interaction design and uses a high-tech, mixed media palette to explore spectacle, time-based interventions and dynamic spatial experiences. He is passionate about creating site-specific pieces that engage people with their environments.

  5. Established by Jason Bruges in 2002, Jason Bruges Studio is recognised for its work in public art and interactive environments. Today a team of 20, including architects, coders, artists, electrical engineers, industrial designers and visualisers work from a studio and workshop space in Old Street, London.

  6. Benchmark is a leading company of craftspeople and designers, founded 30 years ago by Terence Conran and Sean Sutcliffe. Based in West Berkshire on a converted farm, now with 50 strong team in over 40,000 sq ft of workshops for timber milling, carpentry, veneering, spray shops, metalworking, and in-house upholstery, as well as design studio and showroom.

  7. Benchmark is a truly sustainable company, accredited by Forest Stewardship Council® (FSC®), and source as close to home as possible. The raw timber enters the workshop one end and turns out a finished piece the other, controlling the entire process.

For more information on the GREAT Britain Campaign please contact the Foreign and Commonwealth Office Media office on 0207 008 3100, email, or visit, Twitter: @GREATBritain

More Information on the GREAT Festival of Creativity can be found at, Twitter: @GREATFestivals

For more information on the art installation and the work of Jason Bruges please contact Liam Fay-Fright on 07743 139887 or

For more information about the making of the door and the work of Benchmark, please contact Jess Tully on +44(0)7973 630 421 or