Estate-wide strategy for a mixed-use scheme in the City of London

One Crown Place | Mixed-Use Development

City of London, 2021–2022

One Crown Place is a large-scale mixed-use estate in the City of London featuring nearly 250 residential units across two towers, 100,000 sq ft of commercial office space, 10,000 sq ft of retail, and the five-star Sun Street Hotel. The project brought together an exceptional design team including KPF, Sophie Ashby of Studio Ashby, Bowler James Brindley, and Dara Huang of Design Haus Liberty, with specifications from B&B Italia, Arclinea, and Technogym.

In 2021, as apartment completions coincided with post-Covid market shifts, the project needed a cohesive estate-wide strategy to respond to changed market conditions, reach new audiences, and address the distinct needs of each asset class—residential, office, retail, and hospitality—within a unified framework.

Invited by Conductor, the principal marketing team, we conducted a strategic assessment and developed comprehensive recommendations across the estate. Our focus included repositioning the residential offering (particularly the premium Studio Ashby penthouse collection), optimizing the customer experience and show apartments, refining brand messaging, and recalibrating digital marketing to align with the evolved market landscape.

The estate-wide strategy united all brand and marketing activity under a cohesive framework, reaching redefined target audiences, generating qualified leads across each asset class, and delivering economies of scale while addressing the commercial priorities of all stakeholders.