What happens when a cultural icon changes purpose? How do you bring people along on that journey? These were the questions in the forefront of our minds when developers Stanhope first approached us about their ideas for the transformation of Television Centre – the beloved headquarters of the BBC and birthplace of programmes such as Monty Python, Absolutely Fabulous and Doctor Who.
At the heart of the £8 billion, ten-year regeneration of the wider White City area, the development of Television Centre is a hugely exciting transformation in London, both in terms of scale and the emotional connection people have with the place. Turning it from a closed-off site into a new public destination – with homes, cafés, restaurants, gardens, cinema, hotel and restored recording studios – was a positive move for White City. Still, we had to convince Londoners and homebuyers that this was the case.
In addition, we were asked to take a pre-existing logo and positioning line – “a new centre of gravity for London” – from agency Prophet and turn it into a multi-channel brand campaign that needed to demonstrate how this forlorn site could become an exciting place to live or visit. To inspire people to be part of its future as a new living, working and cultural destination in London.