Supporting the creation of a new retail destination in London's Zone 1

Attracting the right retail mix

Following a competitive pitch, leading international property and infrastructure group Lendlease appointed Completely Creative to devise a marketing campaign to support the leasing of the retail units at Elephant Park.

The Zone 1 development forms part of a £2.3 billion regeneration scheme that is transforming Elephant and Castle and includes 2,700 new homes, the largest new park in London for over 70 years and a £30 million transport investment.

With over 100,000 sq. ft. of retail space comprising over 50 shops, bars and restaurants set out across 4 curated areas, the challenge was to attract the correct retail mix. The campaign was required to portray a vibrant, viable and valuable retail offer, targeting quality established brands and emerging retailers ranging from well-loved high street names to aspirational independent brands.

Our aim was to project an image befitting of its Central London location, demonstrating a genuine integration of big, small, new and well-established.

The deliverables included a film, brochures, digital and print advertising, direct mail and signage.

We hand made leave-behind pitch packs to bring our ideas to life. We included artisan coffee and brownies sourced from retailers based in Elephant & Castle
We made a video for the pitch to demonstrate our understanding of the unique location and what was required to fulfil the brief.

Local business owners gave us some great soundbites

Our strategy focused on telling the stories of independent retailers in the area, some of whom had taken space in The Artworks, the temporary box park located on the development. These small businesses with their unique offerings are a big part of this special part of London and contribute to its unique character.Their stories not only chronicle their development but illustrate why they have elected to put down roots in this fast-changing London neighborhood.

Their passion and enthusiasm for what they do is infectious. These businesses are why Londoners living, working or passing through Elephant and Castle will choose to spend time at Elephant Park.

They embrace the richness and diversity of the area and make it what it is – hence our campaign line “Embrace the spirit”.

Independent retailers were the key to the development's success

Randy, Marcel and Sons, Retailer at Elephant Park
Caitlyn, Cupcakes and Shhht, Retailer at Elephant Park

Execution

We identified, photographed and recorded interviews with local retailers and food and beverage operators. These business owners gave us fantastic soundbites on why they had located in Elephant and Castle, the transport links, the Zone 1 location, the potential they saw in the regeneration and their hopes for the future of their operations. These quotes formed the backbone of our campaign.

The visual identity we created was authentic, welcoming, vibrant and optimistic reflecting the retail vision for Elephant Park. To communicate the energy and mood of this unique part of London, we developed a visual look and feel that intermixed vibrant splashes of colour, duotone imagery and bespoke handrawn typography to bring the individual voices of the retailers to life.

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