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
Planning approval granted by Lambeth in May 2013.
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