From the starched linen of the Lanesborough to lunchtime sunshine in Hyde Park, Knightsbridge is always special. It’s a place defined by its combination of British eccentricity and international flavour.
One of only 2 designated international centres, the area attracts high spending visitors from around the world, contributing to London’s role as a world city. But changes in catchment, demographics, footfall patterns, and consumer behaviour meant that Knightsbridge needed to leverage its reputation for high standards in a new way, looking beyond luxury retail. A coordinated effort on tenant mix, public realm, and investment from landowners underpins a drive to maintain economic vitality and compete internationally.
To encourage longer dwell time and increase average spend, we positioned Knightsbridge as a welcoming place with a variety of unique experiences to attract more London and domestic visitors, while playing up the personality that makes it so attractive overseas.
A visual identity rooted in place with the deep red and white of the Pont Street Dutch architecture combines with warm, nostalgic illustrations that bring the area’s many famous landmarks, experiences, and tropes to life in an inviting way. With a content-led execution we created an online magazine to showcase culture, beauty and wellbeing, restaurants, hotels, and the area’s famous names.