Vintage Underground poster returns to the transport network in celebration of London’s ‘awakening’ from the pandemic

People travelling on Transport for London’s (TfL) network from 10 May can look out for a beautiful vintage poster design from London Transport Museum’s historic collection on digital advertising sites to mark the Capital’s recovery as lockdown restrictions are eased.

The poster was first published in 1931 to advertise Tube travel into the West End following the opening of the new Piccadilly Circus Underground station. Depicting the vibrant glow of London’s iconic cityscape, the poster is titled ‘The West-End is awakening - and once again there is everything for your pleasure’.

Its message of hopeful exuberance feels as relevant today as it did ninety years ago as Londoners and visitors start to head back out to enjoy the city’s restaurants, museums, galleries and theatres as they reopen.

When the restrictions ease further on Monday 17 May London Transport Museum in Covent Garden will be throwing open its doors to visitors from 10:00.

To help people social distance, timed tickets and one-way routes will be in place, and unless exempt or under the age of 11, visitors must wear a face mask. Hand sanitiser stations are located throughout and an enhanced cleaning regime using anti-viral disinfectant that protects for up to 30 days is in operation.

Visitors to the museum who have not used public transport recently will see a number of changes. Extensive signage is in place on trains, buses, trams, platforms and stations, reminding those who need to travel to socially distance. More than 1,000 hand sanitisers are installed across the network and 200 UV devices are continually sanitising escalator handrails.

The enhanced cleaning regime on London’s transport network continues to make it cleaner than ever. Trains, trams, buses and stations are cleaned with hospital-grade cleaning substances that kill viruses and bacteria on contact and provide ongoing protection.  Air continuously flows through buses, trains, trams and stations, keeping the network well ventilated. Face coverings must be worn, covering both the mouth and nose, in stations, on platforms and for the full duration of a journey, unless an exemption applies. 

Visitors are encouraged to make journeys on public transport at quieter times, which are between 08:15 and 16:00 and after 17:30 during the week, and before noon and after 18:00 at weekends and to use an active travel option for all or part of their journey, especially in central London and the West End. The latest service information will be available online and through TfL travel tools including the TfL Go app, which enables customers to access live updates and train times for every station as well as the quieter times to travel.

The modernised edition of the ‘West End is awakening’ poster has been updated to feature the Transport for London and Mayor of London logos. The original poster can be viewed in London Transport Museum’s collection online.

Created by Huddersfield born painter, designer and sculptor, Ernest Michael Dinkel, the original poster depicts people of all ages silhouetted against the bright lights of Piccadilly. The iconic bronze statue of the archer Anteros - more commonly known by Londoners as Eros – can be seen centre-stage with St Paul’s Cathedral standing tall in the distance.  

Sam Mullins OBE, Director of London Transport Museum, said: ‘Ernest Dinkel’s stunning vintage poster of 1931 beautifully captures the lively vibrance of our city. It’s a classic design in the long tradition of transport promoting London’s cultural offer and a poster we’re proud to see back on display as a timeless reminder of all there is to enjoy in the capital as we emerge from lockdown.’

The Mayor of London, Sadiq Khan, said: ‘Many of our culture, hospitality, retail and nightlife venues had to close their doors during lockdown. Now that London is reopening, we have a new and exciting opportunity to enjoy everything our capital has to offer. Throughout history there has always been a buzz and excitement about coming into the West End, and the experience of the last year won’t take that away. Dinkel’s message is true now more than ever: London is ‘awakening.’’

The original poster design is one of more than 6,000 preserved in London Transport Museum’s collection. Together these chart London Underground’s unrivalled reputation for commissioning memorable and stunning posters by leading artists and designers.

In the ‘London by Design’ gallery at London Transport Museum visitors can explore how this art and design heritage evolved over the last 200 years. The gallery features posters and original poster artworks by major artists including Edward McKnight Kauffer and Howard Hodgkin.

The gallery also reveals the origins of Edward Johnston’s Bullseye Roundel – now one of the most recognisable logos in the world. It also tells the story of how Harry Beck unravelled the ‘spaghetti’ like lines of early Underground maps in 1931 to design the iconic diagrammatic Tube map we use today. 

Visitors to London Transport Museum can look forward to refreshed galleries featuring new collection objects and digital displays, as well as a family-friendly activity for May half-term and line-up of new themed After Dark events for adults. 

In the Museum’s Covent Garden shop people can purchase exclusive gifts, face-coverings, scarves, bags and homeware inspired by this classic design heritage, with every purchase helping to support the Museum and its charitable work. Shoppers can enjoy 15 per cent off when spending £25 or more in store. T&Cs apply. Discount only available in store.