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 — nearly 250 residential units across two towers, 100,000 sq ft of commercial office space, retail, and the five-star Sun Street Hotel. The design team included KPF, Studio Ashby, and Design Haus Liberty, with specifications from B&B Italia, Arclinea and Technogym.

In 2021, as completions coincided with post-Covid market shifts, the estate needed a cohesive strategy across all four asset classes simultaneously. The project also needed to pivot away from reliance on overseas buyers and reconnect with local audiences, with significant foot traffic passing the site daily. I was invited by Conductor, the principal marketing team, to provide additional strategic expertise for this challenge.

My work covered the positioning of the premium penthouse collection, the estate-wide strategy, and on-site messaging to convert local foot traffic into active interest. A key strategic reframe was repositioning the completed homes as ready to live in now, cutting through the broader sense that the estate was still forthcoming. This created renewed urgency for both sales and rentals, directly benefiting existing buyers. I also contributed concepts for activating the estate's spaces to attract new audiences across the commercial, retail and hospitality elements.

Positioning strategy · Mixed-use development