Responses by Mark Davis, creative director, me&dave
Background: The ultimate purpose is to lease the 600,000 square foot premises to forward-thinking and innovative global businesses, initially targeting the technology, media and telecoms sectors. As Royal Mint Court had remained unoccupied for nearly two decades, we wanted to inject some much-needed life into the project and bring it kicking and screaming into the modern world.
Reasoning: It was important to respect the history, but also demonstrate that the site has a relevant and important role to play in modern London. London has unparalleled heritage, but it is also a global business and financial powerhouse, and our work had to reflect that. Our strategy was to amplify that modern, unique London energy, shift perceptions and revitalize an iconic institution.
Challenges: We and the client, Delancey Real Estate Asset Management Limited, wanted to push things forward and take a few risks, but Tower Hamlets Council was very concerned about the heritage being respected, especially with public-facing signage. The end result achieved both. It reflects London’s energy and international outlook, as well as its impressive past.
Favorite details: The marketing suite—it had a “down the rabbit hole” feel and really takes people on a journey. Vibrant neon-lit signs showcase the site’s proximity to important locations. And a signature lipsticked mouth literally and metaphorically “breaths new life” into the project. It dominates OOH, billboards, the marketing suite and merchandise.
Visual influences: We were going for a slightly exaggerated vibe throughout the campaign as we felt existing perceptions surrounding the site had to be challenged. We wanted potential occupiers to be excited about the future. Pop art was the perfect starting point. Pastel colors juxtaposed with OTT images of potential clients brought the whole story to life.
Specific demands: Working with the local authority, Tower Hamlets Council, who saw its role as custodian of the heritage, made the whole process a little trickier. They challenged everything we did, which at times threatened to dilute the creative, especially on signage and hoardings. But we were able to work with them and arrive at a result, which celebrates our message and respects the World Heritage location.