Admotus Marketing

Case Study 6 – Shell Centre Redevelopment

Case Study 6

Standing Out On The Southbank

Shell Centre Redevelopment

Company: Braeburn Estates (Joint Venture between Qatari Diar and Canary Wharf Group)

Brief: Place Naming Strategy

The redevelopment of the Shell Centre will transform this 5.25 acre site located on London’s Southbank and create a high end residential quarter unlike anywhere in London. Planning approval has been granted for a 1.45 million ft2 mixed-use scheme that comprises new offices, 790 new homes as well as public squares, restaurants, shops and bars.



-Place audit and insight generation

-Brand positioning and focus group testing

-Place and street naming recommendations

-Trademark advice.



Planning approval granted by Lambeth in May 2013.


Useful links:

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