Portas is Grosvenor’s lead creative agency for The London Estate - 300 acres of Mayfair and Belgravia that have been in Grosvenor’s ownership since 1677.
We worked with their senior leadership team to define the 20-year brand strategy for individual places and retail streets within the Mayfair and Belgravia districts including how they will appeal to domestic and international visitors.
B2B & B2C Marketing
Much of this thinking is now being translated into visual identity guidelines that include brand identity, marketing materials (B2C, B2B), environmental and digital applications. The first of many brands to go live is Motcomb Street - a Georgian shopping street in Belgravia that Grosvenor recently redeveloped. Sitting under The London Estate banner, we developed a brand identity that reflected the personality of the area, along with photography, leasing materials, advertising, wayfinding and hoarding design.
Motcomb Street x Shrimps Collaboration
Though it has an exclusive neighbourhood feel, playing home to some leading boutique fashion names such as Louboutin, the street endeavours to make a contribution to the emerging and exciting fashion landscape and align with newer audiences. As a part of this we’ve been advising on Grosvenor's retail partnerships strategy, launching the first by bringing Shrimps to Motcomb Street for a month-long pop-up over Christmas 2017.
Signature Shrimps faux fur lined the floors, the walls and the furniture - as visitors entered first into a mint green fur room in the front, and a pale pink room at the back with pink Shrimps Christmas wallpaper. The stored displayed the best of Shrimps winter ware, cosy faux fur coats, ladylike silhouettes, festive knits and accessories. A counter made of live mistletoe and an abundance of twinkling lights, welcomed guests into its own cosy, sparkling, winter wonderland.