Estate-wide strategy for a mixed-use scheme in the City of London

LONDON 2021 - 2022

ESTATE-WIDE MARKETING & COMMUNICATIONS STRATEGY

PENTHOUSE COLLECTION STRATEGY

One Crown Place is a large, mixed-use estate in the City of London with an all-star design team that includes Kohn Pedersen Fox Associates, Sophie Ashby of Studio Ashby, Bowler James Brindley, Dara Huang of Design Haus Liberty, Bergman & Mar plus high quality specification in partnership with B&B Italia, Arclinea, Technogym and more.

The project features almost 250 residential units across two towers of 28 and 33 storeys, anchored by approximately 100,000sqft of commercial office space, 10,000sqft of retail space plus the adjoining new 5-star Sun Street Hotel housed in a Georgian terrace with restaurant and members club enhanced by extensive indoor and outdoor amenity.

In 2021, the project entered a new phase owing to apartment completions at the same time as the post-Covid market shifts became evident. An estate-wide strategy was necessary to respond to the changed market conditions, identify and reach new audiences and address the needs of each asset class within the estate for a joined-up, cohesive plan for the remaining phases of the project.

Projects of Place was invited by Conductor, the principal marketing team for the project, to provide a strategic SWOT assessment and recommendations. A particular focus was required on the residential units, including a premium penthouse collection by Studio Ashby, show apartments and customer experience, brand messaging and digital marketing optimisation.

The Estate Strategy successfully united all brand and marketing activity to cohesively promote the development to redefined target audiences, generate leads for each asset class and realise economies of scale, all while addressing the commercial priorities of the client and stakeholders.