On the right side
Carlton SW1 stands out on St James’s Regent Street with a grand facade of deeply routed stone bands. A high-end refurbishment plan paired with poor location perception led to a brief that called for considered positioning. Our solution was to combine contemporary yet luxurious production with the strapline ‘The right side of St James’s’ to directly challenge location preconceptions.
Design and production builds on this character and represents the area’s boutique business and retail. Bespoke identity, chiselled type and grooved stock reference the distinctively rusticated stripes of stone. The identity was applied with consideration throughout the project, including relief window signage, brochure, website, irresistible launch invitations and gifts: all contribute in setting this building apart and above the standard offer.