Rathbone Square - Brand Development

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The challenge

With an increase of new-build property developments in Central London, each one claiming to be more central than the next, how could we create standout and add deeper meaning yet still champion the incredible location of Great Portland Estates plc latest development in the heart of the West End?

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Our solution

Living in Central London is an incredibly diverse and personal journey – no person’s story is the same. Rather than create a clichéd, sales driven, product brand we decided to evidence this richness by curating a lush and idiosyncratic experience brand that relied on intimate and unique stories from people with a real love and knowledge of the city. Their Innermost London.

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Hidden gems

It’s the surprising experiences and unique establishments that make this a captivating part of London.

Steering away from the typical marketing approach we worked with a team of writers to illustrate everything from umbrellas to lifestyle guides. Each connecting you to the experience of Innermost London in its own special way.

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A virtual stroll

We brought the streets to life with an interactive website and app that allowed you to wander and discover the area for yourself.

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Step into Innermost London

To create an authentic flavour of true London, we selected some of its most unique experiences and included them in the Asia exhibition suites.

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A touch of London charm

We highlighted the warmth and personality of the sites and sounds of the city. Just the way you would experience them if you got up close.

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Fellow curators

We gathered many ‘friends of London’ to bring the city to life. From writers to photographers, illustrators to gallery owners, each brought a new perspective and point of view to this colourful brand.

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Every mm² considered

It is often the details in a luxury brand that give it a premium quality. So, we took care to refine the finest details with rich textures and bespoke finishes.

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Results

79% of the units were sold within the first month with a combined sales value of over £200m.

Shortlisted for the Property Marketing Awards 2016 in more than one category: “Best place-based marketing campaign” and “Best marketing campaign – Mixed-use, including regeneration”.