British Land tasked NextBigThing with creating the most unique and
notorious marketing suite in London.
The marketing suite had to reflect the Paddington Central campus brand and it’s mantra ‘Life. Work. Balanced.’ It had to be practical. It had to facilitate digital and hard copy meetings. It had to let 806,000 sq ft of office and retail space.
More than anything, it had to be memorable.
With the Grand Union Canal as our biggest asset, we utilised this unique selling point to its maximum and
purchased a canal barge.
The Paddington Central marketing suite is London’s first floating marketing suite. A sanctuary that perfectly accompanies our ‘Life. Work. Balanced.’ mantra and creates the theatre and notoriety demanded in such a
The marketing suite had to work on a practical basis. To enhance the experience the barge was fitted out in two distinctive zones. The ‘life’ zone reflects the calming and positive elements of the campus, with astro-turf, swinging-chairs, bean bags and ice-cream. The ‘work’ zone is inspired by the boat’s namesake, Brunel - with mechanical levers, moving model tables and hinged seating. The finishing touch is the fully functional model railway, complete with carriages displaying local features and points of interest.
This unique marketing suite has helped make Paddington Central one of the most talked about business campuses in London, with all of its 806,000 sq ft of office and retail space currently let, generating a £33.7m rent p/a.
The construction of 146,000 sq ft of new office space at 4 Kingdom Street underlines the new found confidence in the area, a position further enhanced by the planning consent for 5 Kingdom Street (210,000sq ft) which is now also in the development pipeline. From an unenviable market position when first acquired by British Land, Paddington Central and its famously quirky marketing suite now rivals any other business campus in London.
The Brunel not only delivered the basic requirements of a marketing suite but also created moments of joy and delight for the potential tenants of Paddington Central.
It is a perfect reflection of the brand positioning of the campus it was designed to let. Playful, memorable, yet practical and experiential. It was a genuinely game changing way to market the campus. The Brunel has also become a local tourist attraction and can be viewed at the Grand Union Canal by Paddington Central.