For phase one of the campaign, we introduced plain cardboard boxes as a metaphor for moving in, to illustrate the different retailers coming. Window vinyls were applied whilst the retailers were being fitted out, styled in a way that was sympathetic to the office occupants above.
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 area advertising campaign, website and online advertising.
the retail spaces were fully let within six months and Land Sec were very proud of its significance as a cultural asset to the area.
Also we were shortlisted for a Design Week award.