Paddington Square
Launching London’s follow up to The Shard with Renzo Piano
Client
Paddington Square
Services
Communications Strategy
Cultural Advisory
Public Relations
Partnerships & Programming
Social Media Strategy
Executive Profile Building
Paddington Square is a mixed-use, 18-storey building by Renzo Piano Building Workshop, designed to appear as if floating above street level, bringing a new retail and dining destination, 14 floors of future-focused workspace, and an improved station approach, to Paddington.
We were appointed by real estate developer Sellar to design and implement a long-term communications strategy for the development, collaborating with a complex network of stakeholders across the commercial and construction project elements, as well as local West London community and cultural partners. Our approach incorporated initial B2B communications, from defining the messaging and establishing the vision for the development, to media training and executive profiling for Sellar’s leadership team, to demonstrate the opportunity across commercial, retail and F&B occupiers.
With commercial office provision becoming available mid-pandemic, we strategically positioned the building as a future case for how hybrid office space could be utilised, with many company headquarters relocating to better connected hubs such as Paddington, placing thought leadership articles on the subject in property trade media.
As the project progressed towards completion, our communications strategy pivoted to a placemaking focus, to drive awareness and anticipation for the new London destination. Our remit included advisory on content and oversight of social media strategy for the scheme. We also provided consultancy to the development team on the retail and F&B mix for targeting potential tenants.
Emphasising the developer’s commitment to cultural arts and animation of the public realm, we delivered an integrated communications strategy for a large-scale public arts programme, including the creative execution of art-led temporary hoarding and media partnership with Dezeen. Throughout our partnership with Sellar, we delivered widespread B2B and B2C coverage that served to unveil the scheme in phases; from project milestones in construction trade press, to commercial signings and cultural stories in Financial Times, The Telegraph, Forbes, The Art Newspaper, FRAME and Estates Gazette, to international architectural features in FT HTSI and La Repubblica.