Transforming preconceptions in St. James
Stirling Square – Quintain
Stirling Square is a rare redevelopment of a large 14,269 sq ft full-floor opportunity on Carlton Gardens in St James’s. The architecture boasts a commanding postmodern style, surrounded by lush greenery, providing a serene and peaceful ambiance just a stone’s throw away from The Mall.
However, the unique postmodern design was proving to be a challenge for leasing, as it differed from the more modern-looking offices that were in demand. To overcome this obstacle, a clever strategy was devised to transform this perceived negative into something distinctive and one-of-a-kind.
Inspired by the renowned architect James Stirling, after whom The Stirling Prize for architecture is named, the project embraced his vision for a powerful and unforgettable arrival experience. Utilising sculptural forms from this very experience, a distinctive monogram was created, adding a touch of exclusivity and uniqueness to the development. Moreover, to complement the dynamic digital pre-completion communications, the completion brochures were thoughtfully wrapped in traditional bookbinding fabric, adding a tangible and tactile element to the overall presentation.
art direction / Brand identity / Brand strategy / brochures / on floor marketing / website
Shifting Perceptions
The Wimpole Building – Royal London Asset Management
The Wimpole Building represents a significant renovation of CBRE’s former headquarters, aiming to completely transform the public perception of this well-known structure. The main challenge was to overcome the preconceived notions associated with the preserved listed frontage. While the frontage was elaborate and visually appealing, it hindered the leasing of modern office spaces due to the belief that the floors were small and dimly lit.
Architecturally, this issue was addressed by a comprehensive redesign of the entire space. A lightwell was incorporated to facilitate more natural daylight, creating a brighter and more inviting atmosphere for the offices. Additionally, the roof was extended with a contemporary metal and glass construction above the traditional slate mansard, effectively expanding the available floor area for lease.
From a strategic perspective, the building’s brand was positioned to align with traditional Mayfair aesthetics, embracing its classic charm. Simultaneously, new and dynamic modern expressions were introduced, exemplified by the animation of light that fills the open floors. This combination of traditional elegance and contemporary vibrancy brought the branding and campaign to life in an engaging way.
art direction / Brand identity / Brand strategy / brochures / website
With what you have produced for us on Wimpole, we have been able to achieve a single HQ let at a premium price point. We are extremely pleased.
Keith Miller – Senior Fund Manager, Royal London Asset Management