FLORENCE & RUBY
The Crown Estate
The Crown Estate (so basically the Queen of England) own a large amount of property in an area of central London called St James's. Our task was to be the placemakers of the area, to give it an identity.
Luckily the area itself is absolutely fascinating. It seems every intriguing figure from history spent time here, from the first computer programmer (and Lord Byron's daughter) Ada Lovelace to the infamous occult leader Aleister Crowley, and down its unusual streets high end designer bands nestle next to quirky independents and bespoke tailors. Really, the only thing that is constant is that everything is truly One of a Kind.
The CORRESPONDENT
When you promote a ‘One of a Kind’ place, you need a one of a kind publication.
Every issue of the relaunched Correspondent magazine is designed to be read from the centre outwards, with a bespoke map of contents guiding you between articles from the west of St James’s to the east. Each written piece details the exclusive stories & crafts of the people and retailers that make the area so exceptional.
As well as this unique format, each edition is designed to be a one-off. In the first issue the pages were laced with a bespoke fragrance crafted at internationally renowned Jermyn Street perfumer Floris. Each article in the magazine inspired an ingredient, to make up a perfume consisting of the scents of the area.
The website
When designing the new St James’s website our main aim was to help give visitors a completely tailored experience of the area.
Therefore, as well as constructing detailed area guides that linked the shopping, dining, art and culture of St James’s, we also created the ‘Explore’ function that allowed users to create their own bespoke guides to the area. This one of a kind curation tool asks the user to select their interests and time of visit, and then delivers a custom itinerary and journey of places based on their preferences.