The Leadenhall Building is one of the most outstanding pieces of architecture in the UK and has become recognised as an integral part of the London Skyline. The building was originally built and owned by joint partnership British Land and Oxford Properties until its sale in 2017 to CC Land. Designed by world renowned architects Rogers, Stirk, and Harbour the building is as exciting as it is modest. It and commands breathtaking panoramic views in the capital from the upper floors and some of the highest rental yields in the UK.
Originally Chocolate Ltd were engaged by British Land and Oxford Properties to provide them with marketing materials for the lease of the 12,500 sq ft self-contained Restaurant Floor on the Level 3 mezzanine of the building. We were chosen for our unusual mix of expertese within the food retail and property sectors – putting us in an ideal place to advise them on the most suitable route to market. This is an unusual space making it easier for us to identify and target communications. As we know many of them well, we were able to put ourselves in the shoes of the potential tenant, which enabled us to work up a series of bold messages which would help us tell the story, engage and deliver the range of benefits associated with the opportunity.
This is a building brimming with British charm and wit. We wanted to reflect this through all of our communications. Affectionally referred to by Londoners as the ‘Cheesegrater’, due to its unusual shape, we immediately saw a link between restaurant and nickname which gave us a devastatingly simple, clever idea delivering the offer with impact and delight. Chocolate Ltd provided the client with an elegant slipcase which, when removed, revealed a die-cut cheesegrater image, punched through metallic paper and simply branded with the building name.
We adopted a highly creative and original typographic approach throughout the brochure, befitting of our audience, commissioned and art-directed our own photography, kept copy to a minimum and let the offer speak for itself.
Chocolate Ltd commissioned and managed the entire print process and delivered the brochures on time and on budget.
The Restaurant Floor was successfully let in 2016.
Due to the success of our initial phase of work for The Leadenhall Building, Chocolate Ltd were engaged by the client to provide them with a marketing brochure for the lease of 2 large food retail units on the Ground floor.
Continuing on the theme from the Restaurant Floor marketing brochure, but considering the new audience (high-end QSR operators and bakers) we developed a brochure cover which still featured the cheesgrater but in close up. Again we considered the potential audience carefully – many of whom we had worked with at some stage. This brochure needed a much more ‘retail’ feel to it, to resonate with the audience, so we set about developing a series of bold, feature headlines using beautiful typography combined with food of the kind sold by our potential retailers.
The result was another stunning brochure, packed with warmth and personality, and yet reflective of the bold sophistication of the building itself. The final brochure was also produced as an interactive PDF which was circulated to agents. The piece helped lead to the successful let of both retail units.
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