St James’s

The place that became a brand

  • Client

    The Crown Estate
  • Location

    Mayfair, London



Despite its rich fashion heritage, high-end restaurants,
and world-class galleries, St James’s was little-known
or understood in the public imagination

We redefined this central London area
as a modern heritage brand

Understanding the luxury landscape

St James’s lavish history includes introducing coffee, chocolate and even the idea of the restaurant. But, traditional and stuffy, it had no contemporary resonance with the general public or modern brands looking to open in London.

Working with the area’s landlord, The Crown Estate, we turned St James’s into a brand attuned to the luxury names they felt they represented and wished to attract.

A compelling and comprehensive vision

The branding came to life across a comprehensive set of marketing tools, covering every aspect of the brand from business cards to large-scale hoardings and from maps to consumer-focused area guides.

The personal voice of St James’s

Through a robust content strategy, DNCO oversaw the multi-platform editorial output for St James’s to define the area in the minds of the public and luxury industry. Channels include The Correspondent, a quarterly newspaper with a circulation of 40,000, a mobile-first editorially-led website, an engaging social media voice, and a regular and informative email newsletter.

Immersed in the brand experience

We created a stimulating 3,000 sq ft exhibition space for The Crown Estate to demonstrate their vision, showcasing the brands that define the St James’s experience.

A distinct photographic approach

St James’s is full of unique people, places, and craft processes. Our photographic approach documents the many sides to this slice of the city with both a deep respect but modern take on its visual riches.

Get in touch with our team