New Street Square is a Land Securities mixed-use scheme, a £300million project in London (just south of Holborn). They needed a distinctive, adaptable campaign to inform the public which tenants were occupying the retail spaces at New Street Square. Once the retailers were open and trading, phase two of the campaign was to build public awareness of the development. For phase one, cardboard boxes were used as a metaphor for moving in. They were arranged to represent the variety of retail on offer, and photographed to become the shop window vinyls. 3D spotlit installations were created in the doorways of units. In phase two, brown boxes became coloured gift boxes, bringing to life the quality of the retail. These were then animated for the website.
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