THE GALLERY | SW6

The site in Chelsea was once part of the Chelsea School of Art. Our ideas for the naming and marketing of this development were to celebrate the cultural heritage of the site. We settled on the name The Gallery, and the marketing line ‘Life as Art’.

Three colour-coded sub-brands were created for the townhouses, apartments and renovated loft apartments, all named after alumni of the school: Henry Moore, Patrick Caulfield and Graham Sutherland.

A large part of the project was to create an eye-catching site hoarding concept that would brighten up the area. I decided to try and create a gallery feel – this came across especially strongly as some of the hoarding was in an ‘alcove’ arrangement on two of the streets, around the parking meters, where we lined up paintings with the walls.