Chelsea Barrack’s, London
Located on the site of the Chelsea Barracks in Belgravia, London SW1, this world-class property development comprises a rare collection of apartments, penthouses and townhouses set around seven garden squares. At the time of its build, it was and still is the UK’s most expensive development.
Initially designed by Norman Foster, the masterplan scheme had been thrown out by the planning authorities and HRH Prince Charles. However, a new architectural scheme designed by Squire & Partners brought the opportunity to create a destination brand that would channel the essence of the site’s illustrious past into its future legacy.
John’s Involvement
Working with the senior management, architects and planning team, I advised the CDO, CMO and board members on all aspects of branding, marketing and sales. The aim? To steer the relaunched development into a super-prime experience.
Squire & Partners’ design delicately expressed the link between the past and future. So I suggested the idea of ‘London reborn’, which became a pivotal concept that informed the brand positioning and permeated every touchpoint, including only partnering with London-based suppliers.
This concept also influenced the decision to retain the name ‘Chelsea Barracks’ – a hark to the site’s heritage – which would help engage buyers and connect them with London and the military history.
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