LSQLONDON, Leicester Square
The brief was to launch a prime headquarters office building with retail space in the heart of London’s world-famous Leicester Square. While the area is well known as an entertainment hotspot and the home of world film premieres, it is less associated as an office location.
Sectorlight branded the building located at 48 Leicester Square as LSQLONDON.
Artist, Kenny Hunter was commissioned to develop a 3D frieze around the exterior of the building. His artwork represented the British Blackbird in flight, an image we developed as the core theme of the creative work. This includes the strap line, 'LSQLONDON takes flight' which appears on all communications.
The blackbirds photographed for use across the campaign were created by Jack Fishwick at Tringa. The live film footage of a bird in flight was shot and captured in slow motion HD by Ember Films. These elements were used in print collateral, on the website, hoarding, sheeting and within interactive presentations.
A layflat brochure showcasing CGI’s and technical information was produced together with a separate amenities brochure bound in a striking yellow sleeve.
The LSQLONDON website was designed and programmed to run film across all handheld devices and desktop applications.
The Interactive Media Council awarded it Best in Class in the Real Estate category of the 2015 IMA Awards.
A delicate and tactile direct mail piece was designed to introduce the brand and blackbirds, and to build a sense of intrigue about what was to come.
A private event at the W Hotel was hosted by the client team to officially launch the building in the market. Hand-written invitations were designed and delivered to a select group of guests.
Extensive research and a series of interviews were conducted with local restauranteurs, entrepreneurs and business owners and showcased in this editorial piece. Its objective was to build the location story and set the development within a range of superb local amenities.
The LSQLONDON birds building-wrap received immediate coverage on social media.