Cool London Guide is an active travel storytelling platform that turns walking and cycling into cultural discovery experiences across London’s neighbourhoods.
Our innovation lies in using culture-led storytelling to change travel behaviour: each route combines navigation tools with local stories, community highlights and creative content, motivating people to choose active transport over car or short public transport trips.
We work directly with local charities, youth groups, art schools and community networks to co-create routes and events, ensuring inclusivity and participation from under-represented communities.
The project delivers guided walks, cycling days, school and community programmes and a digital mapping platform, with impact measured through participant numbers, kilometres walked or cycled, modal shift surveys and estimated CO₂ savings.
Ultimately, Cool London Guide demonstrates how creative storytelling can become a practical tool for sustainable urban mobility and social engagement, creating a scalable model for other UK cities.