These days we don't exactly dwell on the brutal symbolism of burning Guy Fawkes in effigy, but it still creeps into my mind that modern "family-friendly" Bonfire Nights still have a tinge of the manic wildness of popular revelry as well as the dire retributive violence of the state confronted by a threat.
Working closely with Vodafone and the Mayor of London, the ambition for London's 2013 New Year's Eve celebrations was our biggest challenge to date: for the greatest number of people in human history to have a simultaneous multi-sensory experience. As a world first, it was a project far bigger in scale than anything we've ever attempted before...
The Mayor of London's New Year's Eve Firework Display was flagged as the spectacular visual extravaganza we've come to expect, but this year it was also billed as the world's first ever 'multi-sensory' firework display thanks to a partnership with Vodafone and experimental food scientists Bompas & Parr.
Fact: Londoners hate waiting. Tubes more than two minutes away, be damned. Slow walkers, we curse you. So, to get a Londoner to queue - to wait - for bloody hours, something extraordinary has to happen. Or the world's first multisensory fireworks display has to be happening on the Thames to bring in the New Year. Yeah, I know - what the hell's that, right?