Centring on "London's coolest new tattoo parlour" and following on from Miami Ink, the show's US equivalent, it is advertised by the outsized tattoo on the swimmer's back, which is visible to people walking along the river. Star of the show Louis Molloy - tattoo artist to the Beckhams - is pictured adding the finishing touches to the tattoo, his biggest ever creation.
The giant swimmer has a sister statue, dubbed Victoria, at Victoria Station, also plugging the show.