Frogmore own a number of properties within Notting Hill Gate and are embarking on an ambitious redevelopment programme to create a destination that will resonate with the relatively affluent, media savvy local demographic.
They engaged The Velvet Principle to help increase awareness of Notting Hill Gate as a retail, food and leisure destination. Mechanisms were required to interrupt visitors arriving via Notting Hill Gate Underground station to promote and encourage them to explore the wider retail offer. A large corner site that is to be reconfigured as part of the redevelopment provided an ideal initial canvas.
Taking the multi coloured townhouses, synonymous with the area as the design cue, The Velvet Principle created a bold, faceted identity in bright pastel colours. Applied as a supergraphic on the shopfront, the top and bottom of the NHG logo are deliberately cut off to create intrigue and a sign of bigger things to come. Functionally the space is used to create awareness of the individual retailers and encourage exploration. The association between Notting Hill Gate with retail and dining is underlined with the Shop, Eat, Drink strapline. The concept was subsequently extended and applied to vacant shopfronts, to provide key contact details for leasing information, while promoting the wider offer.