Placemaking in London's Docklands for a riverside destination
Notting Hill Sales were the lead developer alongside Telford Homes and Linden Homes on this flagship regeneration of the Royal Docks, backed by the Mayor of London. The brief entailed creating a memorable and long lasting brand to put this remote part of London's Docklands on the map and drive both value and positive sentiment to the area.
We started by visiting this remote and windswept site, located one stop from the end of the eastern reach of the DLR and the immediate challenge was to create a place and a community where there was no evidence of one taking shape for some while. Our tried and tested formulas of sampling local lifestyle cues, as well as promoting value and commutability culminated in an opportunity to launch off-plan from Savills in Canary Wharf.
Through a destination website, lifestyle film, an innovative local area guide and our interactive multi touch sales tool, we were able to leverage to local neighborhood, as well as paint an image of capital appreciation as infrastructure and community is built over time. The development is now a well known place in its own right and serves as one of our Marque brands, as well as having one of our most memorable marketing suites. We have now been commissioned to evolve the placemaking to a more destination marketing campaign for Riverside, the second strategic phase of the development.