The Poetry Hour
Reimagine classic poetry
Quick Facts
The perfect place for poetry on the web, combining a responsive website and iOS App. Showcasing over 100 poems from sixteen of the greatest poets of all time.
  • 6 Months
  • Design, Development
  • Website and iOS App

Lord Saatchi, co-founder of the advertising agencies Saatchi and Saatchi and M&C Saatchi, former political advisor and peer in the House of Lords, approached This Place to help bring his late wife’s, Josephine Hart, Poetry Hours to a wider audience online.

Josephine Hart set out to change the way people perceived poetry by holding regular events called “The Poetry Hour” at The British Library in London, which are still held today.

Josephine Hart believed:


“A public performance of the great poetry of the dead poets read by great actors should be the norm in London.”
Josephine Hart

Today her legacy also lives on through poetry education including workshops for Charities, Schools and Universities.

The Poetry Hour project is a part of The Josephine Hart Poetry Foundation. Which is a registered Charity set up to further the advancement of arts, culture and education, with a focus on poetry, literature and dramatic performance.


How do we engage a new younger, digitally savvy generation in poetry to continue Josephine Hart’s legacy?


We identified that poetry is still alive and well but is being created and consumed in a totally new way… “Memes”… on social platforms like Instagram, twitter, Facebook and Snapchat.


So we built the platform with a “Meme Generator” to encourage this phenomenon. Simply highlight a passage of verse from a poem, choose a background image and share it with your friends through your social networks. At the same time the platform is providing the best poetry reading, listening and viewing experience.

“Thanks to This Place we’re pretty confident that we’ve already built the perfect place for poetry on the web.”
Lord Saatchi, The Josephine Hart Poetry Foundation

The Poetry Hour was built using cross-platform technologies. We used Parse for the backend, AngularJS for the web application and Ionic for the mobile application. As all these technologies use JavaScript, this allowed us to simplify maintainability and share libraries across the platforms.

To allow users to easily find content and ensure fast page-load times, cloud services from Algolia and Imgix were used. Facebook, Google and Fabric analytics were integrated fo conversion and capture user tracking allowing us to iteratively improve the user experience.

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