Shifting Perceptions
The Wimpole Building – Royal London Asset Management
The Wimpole Building represents a significant renovation of CBRE’s former headquarters, aiming to completely transform the public perception of this well-known structure. The main challenge was to overcome the preconceived notions associated with the preserved listed frontage. While the frontage was elaborate and visually appealing, it hindered the leasing of modern office spaces due to the belief that the floors were small and dimly lit.
Architecturally, this issue was addressed by a comprehensive redesign of the entire space. A lightwell was incorporated to facilitate more natural daylight, creating a brighter and more inviting atmosphere for the offices. Additionally, the roof was extended with a contemporary metal and glass construction above the traditional slate mansard, effectively expanding the available floor area for lease.
From a strategic perspective, the building’s brand was positioned to align with traditional Mayfair aesthetics, embracing its classic charm. Simultaneously, new and dynamic modern expressions were introduced, exemplified by the animation of light that fills the open floors. This combination of traditional elegance and contemporary vibrancy brought the branding and campaign to life in an engaging way.
art direction / Brand identity / Brand strategy / brochures / website
With what you have produced for us on Wimpole, we have been able to achieve a single HQ let at a premium price point. We are extremely pleased.
Keith Miller – Senior Fund Manager, Royal London Asset Management
Brand building for contemporary womenswear
Deborah Lyons
Inspired by the rich history of British tailoring, Deborah Lyons is founded on transitional, timeless, and effortless styling, exclusively made from the best British and European fabrics. The label is known for its strong silhouettes and modern femininity. I was engaged to shape the brand communications to reflect this ethos and position it as a contemporary forward facing brand.
This case study documents five season’s work.
art direction / films / lookbooks / social media materials / website
Working with Malcolm was like “finally, someone who gets me and delivers”. With his extensive fashion art direction experience, I was able to relax and focus on my role and then be surprised by what he delivered. Each season was a joy and it didn’t feel like work.
Deborah Lyons – Founder and Designer