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.
“Green park with oversized furniture and vibrant accents drew crowds, added the look & feel of our public piazza. A pleasure to work with the Kit & Caboodle team."
Saff Williams, Marketing Manager, Brookfield Properties
Image courtesy to photographer Liam Simmons.
