Placemaking Brief for Connaught Village

Client: Connaught Village

Category: Destination, Digital, Public Relations

Connaught Village is the Hyde Park Estate’s luxury retail quarter and one of London’s most exclusive destinations for independent shopping, drinking and dining. The Church Commissioners briefed Sister London to develop inspiring concepts for place making to promote and increase awareness of the area, encourage more visitors, and foster consumer loyalty.

What We Did:

In the beating heart of Connaught Village, in partnership with SKK Lighting, Sister London created and designed ‘The Tree of Love, Joy and Hope’. The idea behind the campaign was to create a prominent landmark in the village to bring a positive and uplifting impact to the community.

The multifaceted strategy included far-reaching social media marketing initiatives, influencers, UGC content, and public relations.

Love Actually is in Connaught Village

The experiential project also saw the local landmark receive a makeover with famous quotes from Universal’s iconic film, Love Actually. When talking of the installation, Writer and Director Richard Curtis CBE said, “One of my favourite bits of Love Actually is all the shots of the beautiful London Christmas lights – it’s a lovely surprise now, years later, to have Love Actually itself as part of the lights.

In the new year the tree carried a new slogan Love is Love to coincide with Valentine’s Day and Pride.

Results:

Media coverage included features in publications such as GQ, Secret London and The Handbook, with a total reach of 11 million. The digital marketing campaign achieved an organic reach of 3.5 million. The installation provided an engaging experience, which proved visually stunning and received high engagement as it was continuously shared on all social platforms.