Retail leasing campaign onbehalf of Great Portland Estates

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Fitzrovia is a place of contrasts. A micro-hub of progressive thinkers where colour, fashion, restaurants, cafes and constantly evolving culture thrive. To the East of Fitzrovia are some of London’s leading visionary developments, now home to the likes of Facebook. In the West of Fitzrovia lies old London. Authentic London. A haven for global journalism, creative thinking, sharp advertisers and progressive PR agencies. Great Portland Estates approached D2 for a full end-to-end brand, photography, brochure and digital project, to market an eclectic-mix of seven newly refurbished retail units. This would attract cool, independent brands to appeal to the tourists, workers and native Fitzrovian’s going via the corner of Great Portland Street and Riding House Street.

Formed from a stellar leasing proposition that combined location and value, D2 developed a distinctive brand identity designed to enhance and influence the “feel” of this characterful neighbourhood, while inspiring the potential for this retail-led opportunity to be recognised as a micro-destination in its own right. Extrapolating Via from Fitzrovia perfectly captured the location and the opportunity for brands to take space, supported by use of extensive graphical devices to convey an on-trend visual language to make a connection with target occupiers. By being bold and progressive, D2 created an identity that said what the opportunity is and what we want people to do.

Our creative-flare designers and developers were selected to show their fun side and innovative UI/UX approach, resulting in a website experience unparalleled in the property marketing community. Using bold and trendy colours to deliver a look and feel more akin to Shoreditch, the team animated sections of the site to portray people passing the shop frontage as well as proving the visitors a handy slide feature when viewing the multi-faceted streets on mobile devices.

The undersized A4 portrait brochure was selected to be an accompaniment to the website and support the leasing agents launch breakfasts and future inspections. Using a foil finish to the cover and digital print solution for a cost-effective run, the brochure sets out the opportunity and more detailed particulars and technical drawings to that available online. A PDF version was also supplied to send to acquisitive brands and their retail property agents who make an enquiry via the website.

Via is located almost directly opposite the BBC and with significant footfall in the area, providing a great opportunity for a large-format signage solution. Window graphics designed, produced and installed by D2 to inspire curiosity pre-completion and direct interested parties with a clear call to action to contact the leasing agents. The main design elements from the website were used to create fun and memorable window displays; currently on-site, to create the awareness in the local community for what to expect while encouraging brands to attract new retail opportunities. The development was launched July 2017


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