A new village in the Old Town
The redevelopment of the large Ross Optical Works in Clapham’s Old Town into nearly one hundred houses and apartments merited a different take on standard residential marketing. A mix of industrial building restoration and contemporary architecture, Macaulay Walk is new residential community unique to this corner of salubrious southwest London.
Based around a pedestrianised street, extolling the value of the Walk and walking was invaluable to the success of the marketing, which saw all but one residence in the first phase sold on opening day. The site’s hoarding was complete with walks that explored local history and heroes, architecture and the commons, and a poem introduced readers to the pace of life at Macaulay Walk.
Full marketing outcomes included bespoke marque, interactive website, marketing suite, brochure, residency packs, large-scale hoarding and film ident.