‘Owning the buzz’ of a newly up-and-coming London borough
West Fitzrovia is witnessing a fresh burst of life. Reborn as a creative ’24-hours a day’ neighbourhood, its streets are newly alive with cafés and hubs, where a vibrant crowd gathers for micro meetings and creative discussions.
The 19 Bolsover Street development was perfectly located for this market, offering the area some of its most sophisticated residential accommodation ever.
We advised the developer and their agent, Knight Frank, that it wasn’t enough just to be in the right place.
They also needed to be in ‘the right moment’ – presenting themselves as the brand that owned this energy, and stood as the area’s ‘tipping point’ into true desirability.
Our brand idea – ‘Right here, right now’ – articulated this perfectly. To it, we added a design language of local colour to reﬂect the emerging cultural scene, plus a photoshoot that captured unique stories of the residents and area. We then rolled this out across a brochure and website.
The launch of the brand went extremely well, helping the project to rapidly sell over 50% of the units. We’re now discussing with the client the possible merits of refreshing the brand for the post-Covid market.