Nowadays, only a very lucky few call Fitzrovia home. Yalding House, located in the centre of Great Portland Street, has been a long-standing resident since the 1930s.
It has an extraordinary heritage, a former motorbike showroom and later home to BBC Radio One during the 1990’s defining era of ‘Britpop’.
British Land, working in collaboration with architects Buckley Gray Yeoman, transformed this building into a remarkable 29,000 sq ft six-storey office space. Aiming to attract the TMT sector marked a very different approach for British Land and vital to get right.
Our challenge was to develop a fresh and contemporary campaign that was ‘memorable but meaningful’ in the eyes of this very specific target audience.
The creative execution of all marketing touch points was shaped by our strap line
‘The home for the new generation of talent’ encapsulating the building’s
history and location, with the future possibilities for potential occupiers.
The campaign was digitally-led, including website, digital brochure, film and
A contemporary reportage style film follows the journey of Alex Colvin (Leasing Director at British Land) through Fitzrovia, highlighting it’s vibrancy, arriving eventually at Yalding House.
On-floor materials physically showcased the building’s heritage, location and amenities in an original and memorable way. These key occupier benefits are brought to life through showpieces including classic motorbikes, a deconstructed Tokyobike, and local area maps created with audio leads and plectrums in a nod to the
previous building occupiers.