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St James's




The Lovie Awards - Silver

The Lovie Awards - People's Choice

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We worked for The Crown Estate as the official place-makers for an upmarket area of London called St James's, and decided to promote a ‘One of a Kind’ place with a one of a kind publication. 

Every issue of the relaunched Correspondent Magazine was 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. For the launch issue pages were laced with a bespoke fragrance crafted with Jermyn Street perfumers, Floris. Each article in the magazine inspired an ingredient to create a unique perfume made up of the "scents of the area". 

In addition to defining a new tone of voice for the area, we launched an external gallery space, an artist in residence program, a bespoke interactive installation, wrote visitors guides, and launched a new, award-winning website, which saw a 45% increase in views.

This project was awarded two Lovie Awards.​ 

Bespoke perfume to launch the publication

Award winning website and guides

Bespoke, interactive art installation featuring a conductive map of the area.

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