pre-emptive repositioning

Project Type: Commercial Workplace
Location: Fitzrovia, London

Scope: Strategic Concept and Positioning

An independent study exploring how an existing 1960s office asset could be pre-emptively repositioned through targeted intervention to establish a distinctive market position ahead of lease expiry.

The strategy is to build market interest ahead of vacancy and test a differentiated proposition with the market and funding parners, exploring its potential to support a rental premium.

Architectural concept, brand logic and leasing narrative developed together.

Full proposition available on request.