Placemaking for St James’s

Redefining refined

South of Piccadilly and north of The Mall, St James's is a 350 year-old historic part of central London. From street level to online, our brief was to re-present St James's to new retailers, offices and a discerning global customer base as a home of luxury and craft, and the ultimate antidote to the British high street.

Our self-imposed graphic structure ties together diverse outcomes with one common thread. Drawing inspiration from St James's, we updated its representation: old tailoring patterns boldly reinvent street presence; punchy blues pick out illustration and duotone fashion spreads on delicate stocks; traditional newspaper layouts inform a destination website showing fresh, rich content.

Our work in St James's has helped attract new retailers and turned the heads of fashion and newspaper editors who are now regularly featuring the area. We were also delighted to receive an Integrated Graphics award from D&AD and Best Corporate Website award at the PMAs for the St James's website.