Sidney Smith Buildings



130 metres from Sloane Square, adjacent to the Peter Jones department store, the Sidney Smith Buildings was an unprecedented opportunity to acquire an extremely rare and iconic trophy asset on the King’s Road that had been in the Sidney Smith family for over 100 years. CiD were appointed by Strutt & Parker to produce an exclusive, highly-confidential sales brochure for this 19,000 sq ft mixed used investment and to carry out day and night, covert photography of the local area and the exterior of the building.


CiD created a sophisticated hardback brochure design, utilising lay-flat to expand the size, scope and impact of the images and we included foils on the cover and embellished the sides of the text block with bronze gilding to impress and provide a qualitative feel and eminence to the design.

Purposefully clandestine

Having worked just off the King’s Road for a decade, we understand the Chelsea vibe, and we incorporated this knowledge into a comprehensive photographic exercise to capture and record the local area lifestyle, its array of shops, the night and day activity and the exterior of the building, without attracting attention to the main address.

“Change the color to match your brand or vision, add your logo, choose the perfect layout, modify menu settings, add animations, add shape dividers, increase engagement with call to action and more.”

— Simon Scott-Taylor, CiD, Managing Director