The most bespoke area of London, the local high-street of Royalty, and now a hot-bed of prestigious office space and the newest dining spots, Mr. President were tasked by The Crown Estate with raising the profile of this exceptional area amongst tourists, Londoners and high-end CEOs alike.
The challenge was to redefine the area itself, especially in context of its more illustrious and well known neighbour, Mayfair.
From the tailored shirts of Jermyn Street, to the one-off artworks at Christie’s, to the singular institutions like the Ritz, the answer lay in the uniqueness of the quarter. St James’s London is truly one of a kind.
Our ‘One Of A Kind’ brand defining idea now permeates every part of the St James’s London experience. With one of a kind cafés and restaurants, independent retailers and bespoke brands, St James’s brings together old and new, traditional and contemporary, into an experience that is unmistakably unique.
Mr. President’s first creative task was to redesign the area’s quarterly publication “The Correspondent” which saw us create the world’s first magazine that is designed to be read from West to East via a central map of contents. The first edition was even laced with a bespoke fragrance created by Floris of Jermyn Street, crafted using scents that were inspired by the articles of that particular edition.
Later projects included a bespoke website which creates tailored guides to the area – based on visitors’ preferences – and an installation in St James’s Market that allows visitors to explore the area through an interactive brass map. We even hosted London’s Mens’ Fashion Week in a truly unique way – by using Jermyn Street as our catwalk.
Now an even more thriving quarter of the capital, the one of a kind positioning continues to define the legacy of London’s most unique area.
After Mr. President created, designed and launched the new St James’s London website, traffic surged with an increase of 45% year on year.