Our brief was to create a brand for an impeccably finished office building and, by association, a central part of London – the diverse neighbourhoods of Soho, St James’s, Mayfair, Fitzrovia, Marylebone and Regent Street. Our iconic hexagonal brand icon references a design detail used on the building’s glass façade and succinctly symbolises the six precincts and its central position amongst them all.
On Floor Marketing and Signposting
For each floor we created large scale information panels containing floor plans, technical information about each floor and neighbourhood features. To contrast with the factual floor information we developed a more contemplative gallery space featuring bespoke oak seating and shelves with large photographic prints of local amenities and cultural highlights. A set of museum-like signposts were created and located throughout the building to draw the attention of guests on agent-led tours to key architectural features and explain design details and finishes.
We designed and sourced a range of bespoke objects and gifts to help promote the development, including umbrellas, cufflinks, even silk scarves and handkerchiefs, which all featured patterns based on the hexagonal brand icon.
Inspired by the way in which the building embraces technology, we designed and built an iPad app that can be downloaded and used by both agents and potential tenants. The content of the app was structured by the ten most commonly asked questions about a commercial office development. This approach was distinctive in its direct and straightforward tone and intended to appeal to the people making the decisions.