Changing perceptions of London's square mile...


Digital Placemaking

Executive Summary

The City of London Corporation is delighted to announce the launch of a NEW City Visitor Trail App & Map on 18th March which enables users to explore London’s famous Square Mile on foot through a series of fascinating routes, itineraries, personal insights and stories. From iconic landmarks to hidden gems, the City is a glorious maze of attractions, all within easy walking distance of each other. The NEW City Visitor Trail App & Map, provided by the City of London Corporation, will help visitors and locals alike to discover over 40 major landmarks;  from Tower Bridge, the world’s most famous bridge and the imposing Monument, to historic St Bride’s Church on Fleet Street – spiritual home of the media – and the delightful Guildhall Art Gallery, which houses both an outstanding collection of Victorian paintings and the remains of London’s Roman Amphitheatre.


There is also a separate Children’s Trail map available, delivered in partnership with Open City, featuring three kid-friendly walking routes, with stop-off and rest points, hidden histories to discover, collectable stickers to pick up at attractions en route, plus fun activities and games. The map reveals the rich and often gruesome history of the City and includes such fascinating facts as why there are ravens in the Tower, what started the Great Fire and how many curved panels of glass make up the Gherkin!

The City Visitor Trail App & Map both show the main self-guided walking trail plus five ‘get side-tracked’ options, all based on particular themes – Culture Vultures, Law & Literature, Market Mile, Skyscrapers & Sculpture and London Stories, London People. These easy and accessible walking trails will encourage visitors to stop, look around and discover places that they might otherwise miss, including some of London’s most iconic landmarks, ancient and modern. In addition, the app enables users to read or listen to stories from people closely associated with 15 of the main attractions, including Sir Nicholas Kenyon on The Barbican, the Dean of St Paul’s and Ivo Dawnay, the Director of London for the National Trust talking about St Bride’s.

Following a rigorous tender process, the City of London Corporation partnered with Calvium because we knew we could rely on their professionalism and their expertise – not to mention their design skills and creativity.

Stuart Millar - Visitor Marketing Executive, City of London Corporation


“Jo and the team delivered exactly what we were looking for, even if it was something we hadn’t thought of before: their advice was at all times excellent and they solved any problem we encountered easily.We’re delighted with our City Visitor Trail app, and we trust Calvium absolutely to do a good job. Most importantly, thanks to them for their help and for a great app!” Stuart Millar – Visitor Marketing Executive, City of London Corporation

Calvium circle logo