Brookfield Properties | Principal Place Park

Fostering community through green spaces

The Challenge

Increase footfall to Principal Place and its retail outlets, while encouraging visitors to utilise the newly created park and generating interest in London’s newest addition to its iconic skyline, the Principal Tower, a 175m residential building designed by Foster & Partners.

Insight and Ambition

To foster community through the dedicated picnic space, we crafted the idea of creating a unique giant park to foster a sense of belonging and provide a welcome break from the bustling city-scape. By "greening" the space with quirky, astro-turfed "topiary" features, Principal Place Park became known as one of the most successful placemaking activations for Brookfield Properties worldwide to date. 

Highlights

Oversized astroturf furniture and brightly colored bistro tables & chairs outside the marketing suite created an inviting space for visitors to relax and socialize.

Our friendly astroturf bear became a popular selfie spot.

Hanging ivy and rotating food vendors on Tuesdays and Thursdays enhanced the ambiance.

Principal Place Park's success led to an extended activation, offering residents and workers a relaxing space and dining options.

The activation led to the direct sale of a penthouse apartment in the new residential development.

Saff Williams, Marketing Manager, Brookfield Properties

Image courtesy to photographer Liam Simmons.