65 Davies Street
Mayfair’s finest new building
65 Davies Street is a premium development above the new Bond Street Crossrail station. Its neighbourhood, Mayfair, has always been a destination where London’s finest offerings can be found. We were asked to develop a brand that showed it was also a place to build something new and exhilarating.
As part of this perception shift, we devised the concept of “Mayfair Pioneers”, a series of profiles and videos that demonstrated how the postcode had changed from the stuffy old, hyper-premium location it’s historically associated with. This piece championed Mayfair trailblazers, from Michelin-starred Hide’s chef-patron, Ollie Dabbous, to Debbie Wosskow, the co-founder of all-female private members club, AllBright.
In developing the brand, we studied the forms used in the building and selected by hand raw materials from mines on the Isle of Portland, HS1 tunnel and the Scottish Highlands. We contrasted these with the luxury Mayfair offering across our suite of hero assets as a nod to the architectural palimpsest found in the building.
DELIVERABLES
- Brand
- Guidelines
- Production
- Website