When AXA took on the refurbishment of this high profile City address, opposite the imposing St Paul’s Cathedral, its aim was to create a glamorous fashion-inspired look-and-feel that would entice a new breed of business tenant who would traditionally favour a West End address.
The letting campaign was conceived like a luxury brand with chic black and white photography by fashion photographer Anouk Schneider and a logo inspired by jewellry hallmarks. The high-end materials gave the building maximum stand-out and set a new standard for the way City properties could be let. During the Olympics and the Queen’s Jubilee, One St Paul's enjoyed the extra benefit of extensive media coverage from its location on the marathon and royal procession route. The campaign was highly successful and the building was fully pre-let.