Fitzroy Place - Brand Development

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Challenge

To name, brand and market one of the largest and most significant developments in London W1. Developed by Exemplar and Aviva Investors the 730,000 sq ft site in Fitzrovia comprised 235 luxury apartments, prime office space and retail units.

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Idea

Our brand idea, ‘The Spirit of Creativity’, was inspired by Fitzrovia’s rich cultural history, with its list of former residents reading like a roll call of London’s creativity including Charles Dickens, Virginia Woolf and John Constable. Our campaign included preparing an exhaustive collection of collateral, numerous public and press events and undertaking highly targeted and monitored advertising campaigns.

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Results

Residential – 120 apartments sold in the first three weeks of release, in the process setting a record in Fitzrovia for price per square foot. Ninety nine per cent  of apartments were sold off-plan, six months ahead of completion. In 2013, we were proud to win Property Marketing Awards “Best Overall Marketing Campaign – Residential, UK & International”.

Commercial – In 2014 The Estée Lauder Companies signed a 145,000 sq ft pre-let of 1 Fitzroy Place, one of the largest core West End lettings ever achieved.

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