St James's


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The Crown Estate (so basically the Queen of England) own a large amount of property in an area of central London called St James's. Our task was to be the placemakers of the area, to give it an identity.



We decided to promote a ‘One of a Kind’ place, with a one of a kind publication. 

Every issue of the relaunched Correspondent magazine is designed to be read from the centre outwards, with a bespoke map of contents guiding you between articles from the west of St James’s to the east. Each written piece details the exclusive stories & crafts of the people and retailers that make the area so exceptional.

As well as this unique format, each edition is designed to be a one-off. In the first issue, the pages were laced with a bespoke fragrance crafted at internationally renowned Jermyn Street perfumer Floris. Each article in the magazine inspired an ingredient, to make up a perfume consisting of the scents of the area. 


We also launched an external gallery space, an artist in residence program, a bespoke interactive installation, and an award-winning website.


This work earned us two Lovie Awards.​ "Finance now sees the overspend as justifiable."



The Lovie Awards 'Travel and Tourism', silver


The Lovie Awards, People's Choice