• Transform magazine
  • March 30, 2020


Barts Square in the heart of London

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Barts Square, the mixed-used quarter in the heart of London is sporting a new identity, following a place brand experience project by London-based branding agency me&dave. Since 8 March, Helical, a UK focused property investment and development company, has launched the property to buyers.

Located in EC1 across 230,000sq ft, 17 buildings, shared amenities and outdoor areas, Barts Square gathers everything one needs in one place. Even though urban hubs of St Paul’s Cathedral, Farringdon Station and the financial district are minutes away, the hidden cobblestoned streets and relaxing yards of Barts Square make it the perfect escape from the hectic city life.

Barts Square carries the old-meets-new feeling, also reflective in recent projects of me&dave such as the One Crown Place renovation. Wanting to approach an older and more domestic audience, Helical asked me&dave to create a brand strategy that encapsulates the urban aesthetic of modern architecture with the vintage vibe of redeveloped auxiliary buildings formerly connected to 800-year-old St Bartholomew’s Hospital.

Mark Davis, creative director of me&dave, says, “Barts Square offers a characterful alternative to the more ‘showy’ steel and glass towers being built throughout the capital. It is intimate, sophisticated and full of beautiful architectural detail, with glimpses of London’s iconic skyline.”

“Our challenge was to celebrate this amazing development in a quietly confident way that speaks to an ‘inner-directed’ consumer who appreciates great design. Helical wanted a direct approach, so we kept things clean and simple to communicate a self-assured, positive message that would appeal to a private, older demographic.”

The campaign accompanying the revamp is based mainly on print advertising and has produced two host brochures featuring computer-generated images, created by the Boundary, an architectural visualisation, animation and virtual reality agency. The agency is also responsible for the production of Barts Post, a free quarterly newspaper that shows both from a lifestyle and an investment perspectives the opportunities found in Barts Square. 

Nikki Dibley, development executive at Helical, says, “As ever, me&dave completely understood and grasped the brief and delivered a pared back yet effortlessly stylish campaign, perfectly reflecting the design ethos of the scheme. The agency’s committed and imaginative work brings the scheme to life and has already played a huge part in securing sales.”

Barts Square’s renovation by me&dave follows the trend, seen recently in London, that promises to improve the urban landscape and creative a mixed-use environment for all to enjoy.

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