As the largest commercial property company in the UK, and with a London portfolio of a staggering 10 million square feet, development giants Land Securities are shaping the future of our capital city. Featuring in their progressive, long term vision for the city is the area of Victoria, a vast scheme that has been conceived to challenge current perceptions of the area and attract a new type of occupier.
With their development ethos for Victoria, Land Securities want to "reinvent the model". They commissioned us as creative partners to help develop how they communicate their ambitious vision for Victoria and speak to people in an authentic and original way.
Perhaps the biggest jewel in Victoria’s crown is Nova, a "game changing" 897,000 sq ft mixed use scheme comprising five new buildings set in landscaped public space at the heart of London’s prestigious West End.
Branded as a "place for people who think differently", Nova will set the distinctive new cultural character of the area, transforming it into a 7 day destination to live, work, and play.
Nova is the face of Victoria; an advert to the whole of London that something bold and new is coming. With a strong brand from Bostock and Pollitt already in place, we were brought in to develop rich imagery that would compliment the overall brand and add value to their offer.
Our initial concept sketches demonstrated that a strong, art directed approach could bring story and atmosphere to the imagery.
We looked to carry this through into a set of dynamic CG images that capture the unique character of Nova within the wider context of the Victoria scheme.
In keeping with this bold approach we then created a series of finely crafted vignettes that accentuate key details of Nova. These focused images highlight the sheer quality of this ambitious development and the value it brings to the previously unloved area of Victoria. We also looked to create a set of images that would give a sense of how Nova works in the context of the whole scheme, and accentuate the design flow that takes you on your journey through Victoria.
To do this we created a series of ambitious panoramic views, for which we had to invent a completely new production approach. The images show the stunning view as it will be from many of the apartments, a real selling point of the development and one that Land Securities were keen to capture for potential tenants.
62 Buckingham Gate
Beyond Nova, the ambitious Victoria scheme features several other high end developments, spanning commercial, residential, and retail. One such development is 62 Buckingham Gate, a striking angular glazed office building conceived by Pelli Clarke Pelli and Swanke Hayden & Connell.
As the first project we worked on with Land Securities for Victoria, 62 Buckingham Gate was an opportunity to come up with something different for a new client, to question them on the perception of their buildings, and to open up the potential of their communications. Our approach was to suggest rich, dramatic dusk shots that pick out the detail of this stunning building, capturing its story and unique attributes.
Our collaboration with Land Securities continued as we tackled the challenge of communicating the lifestyle aspects of Victoria and what the area has to offer in terms of design value, arts and culture. The first building we looked at was Kings Gate, a striking residential development that will bring new, quality apartment living to the area.
We crafted a set of CG exterior images which capture some of the development’s most desirable features, not least the generous terraces and the exceptional views of Buckingham Palace and the London skyline.
We also created imagery for the adjacent Zig Zag Building, where high-end commercial office space surrounded by restaurants and retail will occupy an imaginative public realm. The building is Land Securities' response to contemporary lifestyle values such as happiness and well being, and will, amongst other things, feature large communal terraces that offer rare outdoor space for London workers.
This whole area will bring new life at street level to Victoria, through the creation of a new London shopping destination, innovative outdoor living and dining all set within a generous public realm.
Land Securities recognise the power of the image and the necessity for story and innovation in communicating their ambitious regeneration vision for Victoria in a convincing and inspiring way.
Collaborating as creative partners with their team on such an extensive project has seen us develop our own approaches to client needs, as well as help inform their design processes, and we’re excited to see the future of this new destination in the making.