The Line, London
The Line is a registered charity operating East London's free public art trail connecting Queen Elizabeth Olympic Park and The O2, presenting outdoor sculpture installations alongside wellbeing walks, youth employment programmes, and a digital guide via Bloomberg Connects.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Line, London does
The Line is a registered charity (no. 1190073) and company limited by guarantee operating East London's public art trail, connecting Queen Elizabeth Olympic Park and The O2 along waterways and the Greenwich Meridian across three boroughs (Newham, Tower Hamlets, Greenwich). Founded in 2015 by Megan Piper and the late Clive Dutton OBE, the charity presents a free outdoor exhibition programme featuring works by canonical British and international artists (Antony Gormley, Anish Kapoor, Eduardo Paolozzi, Mark Wallinger, Yinka Ilori, Helen Cammock) alongside emerging talent, complemented by site-specific commissions and a digital guide on the Bloomberg Connects app. The organisation runs engagement programmes including weekly Wellbeing Walks with health-prescriber referrals, school workshops, and a Youth Guides employment programme for ages 18–22, plus accessibility initiatives (BSL-interpreted tours in development).
The Line is funded through a diversified mix of streams: Friends individual memberships (£5/month or £60/year), one-off donations processed via Enthuse, charitable trust and foundation grants, corporate Groundbreakers Circle memberships, limited edition art print sales via Plinth and partner galleries, and book sales (a 10th anniversary title with Phaidon Monacelli). Founding patrons include Bloomberg Philanthropies, EcoWorld Ballymore, Garfield Weston Foundation, and Lendlease/LCR; a US-based fundraising arm operates through Chapel & York 501(c)(3). The organisation is run by a small team (~10–12 named members) supported by a board of Trustees and Advisors, with operational offices at Here East, Queen Elizabeth Olympic Park, and a registered office on Oxford Street. The Line is free to visit at the point of use, with all income derived from philanthropic, membership, and earned-revenue channels rather than visitor fees.
The Line, London firmographics
Firmographics- Name
- The Line, London
- Legal name
- The Line Art Walk
- Website
- https://the-line.org
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Line is a registered charity operating East London's free public art trail connecting Queen Elizabeth Olympic Park and The O2, presenting outdoor sculpture installations alongside wellbeing walks, youth employment programmes, and a digital guide via Bloomberg Connects.
- Ownership category
- akta.pro rank
The Line, London industry classification
Industry- Product category
- Public Art & Cultural Services
- NAICS
- Nature Parks and Other Similar Institutions (712190), Museums, Historical Sites, and Similar Institutions (712), Historical Sites (71212)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Art, Street Art & Creative Scene Tours (THAJAAAE)
- akta.pro secondary industry
- Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)
Keywords
Where The Line, London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
The Line, London business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Patron Membership: Friends membership at £5/month or £60 annual donation with exclusive discounts, events, and guided walks
- Donations: Individual donations to support free arts programming
- Corporate Membership - Groundbreakers Circle: Annual corporate membership supporting outdoor exhibitions, wellbeing programs, school workshops, and youth employment opportunities
- Limited Edition Art Sales: Sale of limited edition prints by artists featured on The Line, in collaboration with Plinth, supporting exhibition and engagement programmes
- Book Sales: Sale of 'The Line: Public Art in East London' book published with Phaidon Monacelli, celebrating 10th anniversary
- Charitable Trusts and Foundations: Philanthropic support from trusts and foundations for commissioning, community programs, and youth employment
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Friends of The Line - £5/month or £60/year |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
The Line, London product offering
Product offeringCore offering
The Line operates a free public art walk connecting Queen Elizabeth Olympic Park and The O2 in East London along waterways and the Greenwich Meridian. The core offering is an outdoor exhibition programme of sculptures and art installations by established and emerging artists, supplemented by engagement programmes including wellbeing walks, youth employment initiatives, school workshops, guided tours, and a free digital guide on the Bloomberg Connects app.
Product overview
The Line is a single unified offering: East London's free public art trail connecting Queen Elizabeth Olympic Park and The O2. The core product is the outdoor exhibition of art installations along the route. Supporting offerings include the Bloomberg Connects digital guide (free app-based audio tours and artist insights), Wellbeing Walks (weekly community health walks), and the Youth Guides Programme (annual youth employment training). Merchandise includes limited edition art prints and a 10th anniversary book. Membership is available through the Friends of The Line scheme. The Line is a registered charity (no. 1190073) and does not operate as a technology product company.
Differentiator
Problem solved
Functional benefit
Products and services
- The Line Public Art Trail A free, self-guided outdoor exhibition trail in East London featuring sculptures and installations by artists including Eduardo Paolozzi, Antony Gormley, Anish Kapoor, Mark Wallinger, and Yinka Ilori, following the Greenwich Meridian from Queen Elizabeth Olympic Park to The O2. Open to all visitors at no cost.
- Wellbeing Walks Weekly guided walks held on Thursdays at 11am exploring wildlife, art and heritage along The Line. Includes mindfulness exercises and creative activities, delivered in partnership with local health prescribers for community health and wellbeing.
- Youth Guides Programme Annual summer programme offering bespoke training, support and employment to young people aged 18-22 in Newham, Tower Hamlets and Greenwich, teaching them to present knowledge about the exhibition programme, heritage, and experiencing art within nature.
- Friends of The Line Membership Recurring membership scheme at £5 per month or £60 annual donation, offering exclusive discounts at partner venues (Jim & Tonic, Cody Dock Café, Barge East, Good Hotel), invitation to exclusive Friends Walk, membership card, tote bag, and updates on news and events.
- Limited Edition Art Prints Limited edition prints by artists including Rana Begum, Serge Attukwei Clottey, Laura Ford, and Mark Wallinger, published in collaboration with Plinth and participating galleries (Kate MacGarry, Bo Lee and Workman, Simchowitz). Proceeds support The Line's exhibition and engagement programmes.
- The Line: Public Art in East London Book Commemorative book celebrating The Line's 10th anniversary, published in collaboration with Phaidon Monacelli. Features over 150 colour photographs documenting the route, installations, and ten-year history of the trail.
- Guided Walks and Tours Bespoke guided walks for groups available on request, including BSL interpreted tours for accessibility. Provides expert-led exploration of the art, nature and heritage along The Line's route.
- Groundbreakers Circle Corporate Membership Annual corporate membership scheme supporting outdoor exhibitions, wellbeing programs, school workshops, and youth employment opportunities. Provides corporate partners with staff engagement, CSR, and cultural investment opportunities.
Companies that use The Line, London
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles5 records
The Line, London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Line, London partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Bloomberg ConnectscoreDigital guide platform hosting The Line's free digital guide with artist insights and curated tours
- PlinthcoreCollaboration for publishing limited edition prints by artists featured on The Line, supporting fundraising
- Simchowitz GalleryminorSupported Serge Attukwei Clottey limited edition publication through Simco Editions
- Kate MacGarry GalleryminorSupported Rana Begum limited edition and participated in The Line's artist ecosystem
- Bo Lee and Workman GalleryminorSupported Laura Ford limited edition publication
- Phaidon MonacellicorePublisher of 'The Line: Public Art in East London' book celebrating 10th anniversary
- Chapel & York 501(c)(3) American Friends of The LineminorUS-based fundraising arm enabling tax-effective donations for US taxpayers
- Cody DockcoreLocal partner and grassroots organization, co-founded by Simon Myers, key to The Line's development
- Jim & Tonic at The Print HouseminorLocal venue partner offering 10% discount to Friends of The Line; meeting point for wellbeing walks
- Cody Dock CaféminorLocal partner venue offering 20% discount to Friends of The Line
- Barge EastminorLocal partner venue offering 15% discount to Friends of The Line
- Good HotelminorLocal partner venue offering 10% discount to Friends of The Line
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
The Line, London competitors and assessment
Company assessmentBroad incumbents
- English Heritage: UK charity managing historic sites, monuments, and landscapes with free and paid visitor access plus learning programmes - comparable in combining heritage, public access, and charitable funding structures.
- Frieze: Major global art fair and media brand headquartered in London with significant public programming including Frieze Sculpture - operates in the same London art ecosystem and competes for the same donor and corporate sponsor pools.
- National Trust: Major UK conservation charity operating heritage sites, parks, and gardens with public access, membership programme, and wellbeing/outdoor engagement positioning - comparable operating model as a large heritage charity with visitor programmes.
- Tate: UK's largest art institution operating Tate Modern and Tate Britain with substantial public engagement, learning, and community programmes - comparable in mission to democratise access to art and compete for similar funding streams.
Direct peers
- Folkestone Triennial: Public art triennial commissioning site-specific installations across the town of Folkestone, offering a comparable UK-based free outdoor art programme with commissioning expertise and tourism-led community engagement.
- The High Line: Elevated linear public park in New York City combining landscaping, public art installations, and free public access along a fixed route - the most globally comparable peer for The Line in terms of trail format and free art walk concept.
- Liverpool Biennial: UK biennial commissioning public art installations across Liverpool's public spaces, with comparable free outdoor exhibition model, commissioning expertise, and engagement programme orientation.
- Yorkshire Sculpture Park: Open-air sculpture park in West Yorkshire presenting free-access outdoor art across a large landscape, with comparable mission of democratising access to sculpture through a walking visitor experience - directly comparable operating model to The Line.
- Serpentine Galleries: London art gallery with adjoining Serpentine Park and high-profile public art commissions (e.g., annual Pavilion) - comparable in terms of public art commissioning in London and engagement with outdoor cultural experiences.
- Artangel: London-based arts commissioning organization producing site-specific installations and projects in unexpected public locations - directly comparable artistic mission and public realm approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Line, London social profiles
Digital presenceThe Line, London financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Line, London leadership team
Management profileNumber of profiles
Profiles17 records
The Line, London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Line, London M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Line, London
What does The Line, London do?
The Line operates a free public art walk connecting Queen Elizabeth Olympic Park and The O2 in East London along waterways and the Greenwich Meridian. The core offering is an outdoor exhibition programme of sculptures and art installations by established and emerging artists, supplemented by engagement programmes including wellbeing walks, youth employment initiatives, school workshops, guided tours, and a free digital guide on the Bloomberg Connects app.
Is The Line, London a public or private company?
The Line, London is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Line, London founded?
The Line, London was founded in 2015. It employs 11 to 50 people.
Where is The Line, London based?
The Line, London is headquartered in London, United Kingdom, in the Europe region.
How does The Line, London make money?
Six revenue lines are on record. Patron Membership is the primary driver. The others are donations, corporate Membership - Groundbreakers Circle, limited Edition Art Sales, book Sales and charitable Trusts and Foundations.
Who are The Line, London's main competitors?
Broad incumbents on record are English Heritage, Frieze, National Trust and Tate. Direct peers are Folkestone Triennial, The High Line, Liverpool Biennial, Yorkshire Sculpture Park, Serpentine Galleries and Artangel.
Does The Line, London have an API?
No public API is recorded for The Line, London.
What industry is The Line, London in?
The Line, London's product category is Public Art & Cultural Services. Its primary akta.pro industry code is THAJAAAE, Art, Street Art & Creative Scene Tours, with a secondary code of THAJAAAC, Museum & Landmark Guided Tours (Skip-the-line/Docent-led). Its NAICS code is 712190 and its SIC code is 7990.