Grosvenor
Creating community in the heart of London
The challenge
Mayfair and Belgravia occupy over 300 acres of real estate in the very heart of London. The Grosvenor Estate is a privately owned business which has been under the family’s ownership since 1677. It was time to reinvigorate the area and make it highly relevant & desirable destination.
The spot
To create a destination, we needed to take a holistic view - an approach that would blend the powers of retail, public realm, and cultural meaning to create a vibrant sense of community and future legacy.
The approach
Working with the estate’s senior leadership team, we distilled the estate’s 20 year Vision which in turn defined the brand and retail strategy across all places, spaces and streets within both Mayfair and Belgravia, to create genuine value for local communities as well as domestic and international visitors.
The work
The 20 year vision and brand strategy led to all key placemaking and brand outputs - from Grosvenor Estate’s visual identity, to B2B & B2C marketing and thought leadership materials across physical and digital environments. We also created distinctive identities for micro districts, from Eccleston Yards to Motcombe and South Molton Streets, and activated them through collaborations with emerging British artists and designers.
The services
- Identifying growth opportunities and audiences
- Defining your brand philosophy
- Fuelling innovation with retail futures
- Designing a connected retail experience
- Defining your placemaking vision and strategy
- Curating new retail concepts and partnerships
- Designing a holistic brand identity
- Optimising your marketing calendar and ecosystem
