Edinburgh St James
Edinburgh St James- From Stunted stereotypes to something to celebrate
At 1.7million sq ft, Edinburgh St James is one of the largest and most significant regeneration projects in the UK today.
When it opens, it will be a must-visit destination for the Scottish capital, with 850,000 sq ft retail, 30 restaurants, an Everyman cinema, W hotel and 152 new homes. But, before all this can happen, ESJ had to meet leasing targets and attract premium retailers.
Our strategy was to show retailers that in order to keep up with their own target markets they needed to have a presence in Edinburgh – the next fashionable ‘place to be’. We were essentially branding the city and its consumers.
We challenged traditional tartan stereotypes to celebrate the real lifestyle of the place. Through street style fashion photography, influencers and small business owners, our creative allowed the confidence of the city to shine through.
By targeting brand managers as well as business managers, we positioned ESJ as a brand decision as well as a business one, showing retailers they needed to keep up with consumers, not the other way round.