The Broadgate Circle in Liverpool Street is a major £20m redevelopment plan by British Land and Blackstone. The aim of the project was to transform the area into a 24/7 destination for dining, leisure and the arts, featuring an enhanced performance space, and a stronger and more diverse retail offering. The venue is unique in London, having a outdoor central performance space, flexible changing landscape and 360° views. After an initial pitch period, we were tasked with carrying out the branding and launch strategy. The objective was to articulate the leasing opportunities for potential retail and restaurant occupiers and above all, create a sense of excitement about the development. Our solution focussed on The Broadgate Circle as a central ‘hub’ – ‘A Living Destination’ with an endless world of opportunity. We developed a dynamic, adapting brand that would articulate the many and varied seasonal events. Deliverables included; brand guidelines, pre and post completion brochures, hoarding wrap designs for phase 1 & 2, leasing presentations and a microsite. The area has since opened with 100% pre-let at launch and become a Liverpool Street destination.
DETAILS AND CREDIT
Carl Pieper – Creative Director Charles Herrmann – Design & Creative Direction