Paddington Gardens
Placemaking a garden oasis
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Paddington Gardens is a 3.8 acre residential scheme of over 300 luxury apartments within four new build blocks, surrounded by gardens, located in the revitalised area of Paddington basin. CiD were commissioned by Strutt & Parker (BNP Paribas Real Estates) as the brand custodians for the development, to design the brand identity, oversee interior and exterior CGIs and to design and produce all advertising and marketing collateral for the scheme. CiD’s work included host and investment brochures, Floor plan books for each block, the site hoarding, website and iPad app, advertising across a variety of platforms and exhibitions both in Hong Kong and London.
All inclusive
CiD designed a range of printed materials to aid the marketing and sales at Paddington Gardens. These ranged from a prestigious hardback brochure for high-end buyers, softback floorplan agent books for each block, down to smaller 12-page booklets for investment buyers. We created all the floorplans and artwork and coordinated with printers, across two continents, to ensure all materials could be produced consistently and delivered quickly to wherever they were needed.
Closely supervised
We commissioned and art directed photography to capture the unique vibrancy of the Paddington Basin and we commissioned, supervised and art directed leading visualisation studio V1 to produce a set of exceptional CGIs that would match the high specification of the development. These elements were essential to get right and ensure that all the marketing materials, including the website, were focused and targeted correctly.
International appealing
Liaising closely with developer Meritas, and building constructor JRL, CiD designed and oversaw the installation of an eye-catching site hoarding that could be reconfigured in line with the building phases of the project. And in conjunction with Orbit, CiD designed exhibition wall graphics, motion graphics for screens and an interactive floorplan app for exhibitions in Hong Kong, Qatar, Bahrain and London.
40k+
people reached
100000+
page views
79%
increase in time spent on the site
Digital marketing
Working with buyers EG Media, CiD created a full range of ads and managed two national campaigns, and one international advertising campaign, utilising pixels to measure campaign performance, track conversations and build audiences. Adverts featured throughout social media, the British rail network and national newspapers (printed and online editions) including: The Times, Sunday Times, Daily Telegraph, Financial Times, The Economist, Evening Standard, City AM and Metro in the UK. HK Economic Journal, HK International News, Sing Tao Daily and South China Morning Post.
“CiD were great to have as part of the team delivering Paddington Gardens. Working to tight timescales, they were always responsive, and took tremendous responsibility coordinating our marketing – whether it was in Hong Kong, Dubai or London.”
— Mark Walton, PPG
