ABOUT

Sector
Place

What We Did
Art Direction, Brand Strategy, Campaigns, Verbal Identity, Visual Identity

Awards
City Nation Place: Finalist, Transform Awards: Silver

From the starched linen of the Lanesborough to lunchtime sunshine in Hyde Park, Knightsbridge is always special. It’s a place defined by its combination of British eccentricity and international flavour.

One of only 2 designated international centres, the area attracts high spending visitors from around the world, contributing to London’s role as a world city. But changes in catchment, demographics, footfall patterns, and consumer behaviour meant that Knightsbridge needed to leverage its reputation for high standards in a new way, looking beyond luxury retail. A coordinated effort on tenant mix, public realm, and investment from landowners underpins a drive to maintain economic vitality and compete internationally.

To encourage longer dwell time and increase average spend, we positioned Knightsbridge as a welcoming place with a variety of unique experiences to attract more London and domestic visitors, while playing up the personality that makes it so attractive overseas.