New Street Square is a retail development in midtown London.
We were tasked with informing the local working and living community of the presence of the shops and which retailers would be there.
Phase one of the campaign used cardboard boxes to illustrate the different retailers moving in. Window vinyls were applied, whilst the retailers were being fitted out, styled in a way that was sympathetic to the office occupants at the same location.
It was important for the New Street Square brand to be established in its own right whilst sitting alongside and being endorsed by the Land Securities brand.
Phase two publicised the opening of the retail outlets, through a local advertising campaign, website and online advertising. We used retailers’ gift boxes to show what you would find there.
It was a great success as it was 100% let in six months and Land Securities were very proud of its significance as a cultural asset to the area.
Also we were shortlisted for a Design Week award.