Over the last decade or so, London has had some architectural triumphs, ‘The Gherkin’ at St.Mary Axe, ‘The Shard’ at London Bridge and coming soon to Fenchurch Street; ‘The Walkie Talkie.’

But what’s with the names?  and what ever happened to the humble business address?

Well nothing really, they all do have street addresses,  but when you’re naming a multi-million pound city icon, you may as well go for something people will remember, right?

Cities like New York have done it,  only, with a little more heart, and far less ‘out there’…  If Freedom Tower was named by a Londoner, no doubt it would be called something like ‘The Syringe.’

The London nicknames, based on how the buildings look, seem to emerge through the grapevine, and get taken on as a marketing tool by the developers. Bishopsgate’s ‘The Pinnacle’ has picked up the name ‘The Helter-Skelter’ since construction began in 2008.

As part of east London’s ongoing development towards the Olympics, TfL are investing £50m in an ‘innovative‘ cable car, traveling from north Greenwich to the Royal Docks just across the Thames.  The system will connect London’s O2 with the ExCel centre, two major venues for next years summer games.

Acting as one of the only river crossings in the area, the cable car system will move 2500 people per hour, while at the same time; exhibiting the scenic views of Canning Town and Stratford.

So, will London’s ski-less ski-lift join the Cheese Grater, and go for an architectural nickname? or stick with the less than inspiring ‘Thames Gateway Cable Car.’   My vote’s for ‘The Zip.’

Do you need a creative campaign covered?  Submit your brief today!