Saentys created a full suite of branding tools and a website to promote Buckingham Green, a new large scale mixed-use development by London & Oriental. The estate boldly reimagines a previously neglected corner of St James’s near Victoria SW1.
Designed by award-winning architect Fletcher Priest, the project restores a 16-storey tower built in 1978 and adds two distinctive new buildings: one paying homage to the location’s historic surroundings with a terracotta brick façade, the other projecting into the future with an intricate aluminium trellis.
Drawing inspiration from Priest’s use of contrasting materials and conscious embrace of heritage, Saentys commissioned a world-renowned photographer to document the story of the project’s most striking features, including the materials for the two new façades. From a traditional brickworks in Leicestershire to an artisanal metalsmith in Switzerland and a Carrara marble quarry in Italy, the camerawork captures the project’s handcraft and uncompromising attention to detail.
For the digital campaign, Saentys created a contemporary website which curates the story of Buckingham Green not only through text and images but also through organic movements and fluid transitions. The site continues this narrative with a walkthrough of the striking building materials and a focus on the retail development.
The finishing touch to the campaign is a beautiful book-length brochure contained in an elegant white bespoke box. Through stunning photography, maps and technical illustrations, the brochure highlights Buckingham Green’s unique design and exquisite building materials.