Home to London’s latest Soho House, this cobbled shopping, dining and wellness quarter hides in plain sight in prestigious Mayfair. But its hidden nature also meant visitors were unaware of what was here
As the public realm began to transform, we created a place brand that repositioned this from a courtyard into a multi-dimensional destination framed by world–famous streets
Known but undiscovered
Lancashire Court, as it was previously called, has long been at the heart of Mayfair life. With “Mayfair Quarter”, we gave this special enclave a name more befitting of its variety and dimension, raising both its awareness and value by owning the global neighbourhood it sat at the centre of.
The brand we created didn’t shout, but softly built a sense of intrigue and infinite possibility — reflective of the way premium brands connect with their communities. We worked with photographer Wendy Huynh to capture the same spirit photographically, revealing Mayfair's more enigmatic qualities.
We also designed a new website to showcase our new story and bring this exceptional place out into the light.
Four streets, infinite experiences
Our research highlighted the importance of intrigue to modern retailers. When they inspire a curious mindset — a sense of organic discovery — they can deepen customer relationships, because this state makes people more receptive to new experiences (and purchases).
This inspired us to create a serendipitous identity that appeals to people’s natural instinct to seek the unknown. We even commissioned monogram ‘host’ character illustrations by Abbey Lossing. These became shorthands for the place that animate when you look closely to create moments of unexpected surprise.
Inviting serendipity
The more you engage, the more is revealed. Frosted gradients make you feel as if you’re looking into a world just out of reach: deliberately illusive. While the lead line, ‘Step into extraordinary’, is an invitation to explore, inspired by the power of curiosity to heighten our daily experiences.
With Soho House moving in, and luxury clothing retailers Emily London and By Rotation secured, our brand spirits Mayfair Quarter into a new era of surprise and delight, with much more to come.
“Opening our store here not only aligns us with other luxury brands but also places us in the heart of London’s most distinguished shopping district”
Emily Baxendale, Emily London
