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| Developer-speak: decoding the language of London’s property billboards | |
| (about 2 hours later) | |
| As the property boom restructures the physical fabric of London, vast sums of money are being spent on the advertising and careful brand positioning of new residential spaces across the capital. | As the property boom restructures the physical fabric of London, vast sums of money are being spent on the advertising and careful brand positioning of new residential spaces across the capital. |
| Whether pitching to the global elite of Danny Dorling’s 1%, a Londoner with a deposit or an overseas buyer on the lookout for a secure investment, the city’s current swath of new properties is driving marketeers to make ever bolder claims to achieve a competitive edge. “Versace on the inside, London on the outside,” boasted recent adverts for the fledgling Aykon Tower in Battersea. | Whether pitching to the global elite of Danny Dorling’s 1%, a Londoner with a deposit or an overseas buyer on the lookout for a secure investment, the city’s current swath of new properties is driving marketeers to make ever bolder claims to achieve a competitive edge. “Versace on the inside, London on the outside,” boasted recent adverts for the fledgling Aykon Tower in Battersea. |
| Property marketing increases buyer confidence, and perceptions of authenticity are often encouraged through a nod to the history of the area. At London City Island in Canning Town, the apartments will apparently “draw on East London’s post-seafaring energy”. William Shakespeare, no less, has been appearing on billboards advertising the new Stage tower in Shoreditch. | Property marketing increases buyer confidence, and perceptions of authenticity are often encouraged through a nod to the history of the area. At London City Island in Canning Town, the apartments will apparently “draw on East London’s post-seafaring energy”. William Shakespeare, no less, has been appearing on billboards advertising the new Stage tower in Shoreditch. |
| To help sell Prime Place’s new 1,000-home Aberfeldy Village complex, meanwhile, the Hong Kong branch of Hamptons has played on the aspirations of overseas investors by showing a girl – possibly in her late teens or early 20s – flying into London and straight into a life of friends, shopping and theatre-going. | To help sell Prime Place’s new 1,000-home Aberfeldy Village complex, meanwhile, the Hong Kong branch of Hamptons has played on the aspirations of overseas investors by showing a girl – possibly in her late teens or early 20s – flying into London and straight into a life of friends, shopping and theatre-going. |
| The ease and convenience that will supposedly follow from investing in a new London property is at the heart of much of the marketing material. The likes of One Blackfriars and 375 Kensington High Street are sold with the promise of a 24-hour “Harrods Estates concierge”; a service that capitalises on the Harrods brand name and the perceptions of quality and luxury that are embedded into it. | The ease and convenience that will supposedly follow from investing in a new London property is at the heart of much of the marketing material. The likes of One Blackfriars and 375 Kensington High Street are sold with the promise of a 24-hour “Harrods Estates concierge”; a service that capitalises on the Harrods brand name and the perceptions of quality and luxury that are embedded into it. |
| Often with only computer-generated imagery (CGI) to show a development’s physical structure, the promotion of a readymade lifestyle is regarded as crucial. Developers in pursuit of a wealthy elite produce glossy brochures interspersed with property profiles and articles on the latest in luxury hotels, members clubs and private jet hire. | Often with only computer-generated imagery (CGI) to show a development’s physical structure, the promotion of a readymade lifestyle is regarded as crucial. Developers in pursuit of a wealthy elite produce glossy brochures interspersed with property profiles and articles on the latest in luxury hotels, members clubs and private jet hire. |
| Potential investors in One Blackfriars, for example, are assured that “tired muscles can be soothed with a visit to the in-house spa … The private screening room and wine-tasting areas offer further distraction.” According to real-estate intermediary Luxury Portfolio, meanwhile, “Luxury real estate is far more than a transaction. It’s about living the life you deserve.” | Potential investors in One Blackfriars, for example, are assured that “tired muscles can be soothed with a visit to the in-house spa … The private screening room and wine-tasting areas offer further distraction.” According to real-estate intermediary Luxury Portfolio, meanwhile, “Luxury real estate is far more than a transaction. It’s about living the life you deserve.” |
| In the last month, Ballymore and Malaysian developer EcoWorld have launched two major developments: Wardian in Canary Wharf, and Embassy Gardens as part of the Nine Elms regeneration project in south London. The style of these campaigns is extremely high concept, with brochures full of images of luxury and refinement. Boasting private members clubs, restaurants and bars exclusively for their residents, these developments are being promoted more in line with luxury hotels than homes. | In the last month, Ballymore and Malaysian developer EcoWorld have launched two major developments: Wardian in Canary Wharf, and Embassy Gardens as part of the Nine Elms regeneration project in south London. The style of these campaigns is extremely high concept, with brochures full of images of luxury and refinement. Boasting private members clubs, restaurants and bars exclusively for their residents, these developments are being promoted more in line with luxury hotels than homes. |
| Luxury real estate is far more than a transaction. It’s about living the life you deserve | Luxury real estate is far more than a transaction. It’s about living the life you deserve |
| Major structures, often made with steel and clad with glass, are in construction all over London: Berkeley’s South Quay Plaza is promoted as “London’s youngest landmark”, LBS Properties has The Madison – an “icon in the making” – while St George has One Blackfriars: “London’s latest landmark”. The marketing of The Ram Quarter in Wandsworth takes this one step further, with full-page ads proclaiming this development as “History in the making”. | Major structures, often made with steel and clad with glass, are in construction all over London: Berkeley’s South Quay Plaza is promoted as “London’s youngest landmark”, LBS Properties has The Madison – an “icon in the making” – while St George has One Blackfriars: “London’s latest landmark”. The marketing of The Ram Quarter in Wandsworth takes this one step further, with full-page ads proclaiming this development as “History in the making”. |
| Wide-angled images of the city by night capture its scale, while transforming and simplifying it into a set of iconic buildings with new property developments pictured strategically in between. A CGI of the forthcoming Southbank Place development – “uniquely positioned to embrace all that the cultural Southbank has to offer” – shows it positioned neatly between the London Eye and the Shard. One Blackfriars (promoted as “London’s new masterpiece”) is shown situated directly betweenthe London Eye and St Paul’s. These central London developments are presented as an established part of the famous skyline, and part of the romance and excitement of urban life. | Wide-angled images of the city by night capture its scale, while transforming and simplifying it into a set of iconic buildings with new property developments pictured strategically in between. A CGI of the forthcoming Southbank Place development – “uniquely positioned to embrace all that the cultural Southbank has to offer” – shows it positioned neatly between the London Eye and the Shard. One Blackfriars (promoted as “London’s new masterpiece”) is shown situated directly betweenthe London Eye and St Paul’s. These central London developments are presented as an established part of the famous skyline, and part of the romance and excitement of urban life. |
| Alongside this reliance on images of glistening modernity, London’s past also plays a major role in promoting developments as the “complete package”. Galliard’s Baltimore Tower (“An iconic landmark for luxury living”) sells its penthouses and apartments on the basis of access to “Royal parkland, its thousand years of heritage and pageantry”. As new developments rise up quickly, transforming vast areas of land, the reputation of London as a city rooted in time is increasingly called upon, instilling these new structures with notions of integrity. | Alongside this reliance on images of glistening modernity, London’s past also plays a major role in promoting developments as the “complete package”. Galliard’s Baltimore Tower (“An iconic landmark for luxury living”) sells its penthouses and apartments on the basis of access to “Royal parkland, its thousand years of heritage and pageantry”. As new developments rise up quickly, transforming vast areas of land, the reputation of London as a city rooted in time is increasingly called upon, instilling these new structures with notions of integrity. |
| The high-end Beaufort Park development is sold on its proximity to Hampstead. Potential buyers are told the area is “full of literary history and [is] formerly the home of Sigmund Freud, among others”. The Star and Garter development in Richmond comes with the “iconic view of the river Thames, famously painted by Turner and other artists”. | The high-end Beaufort Park development is sold on its proximity to Hampstead. Potential buyers are told the area is “full of literary history and [is] formerly the home of Sigmund Freud, among others”. The Star and Garter development in Richmond comes with the “iconic view of the river Thames, famously painted by Turner and other artists”. |
| Interiors as well as exteriors call on existing identity to present a unique package. In a recent edition of 9fi5th Luxury Real Estate, a feature on the Battersea Power Station redevelopment tells readers that at “every stage, there is a nod to the power station – things like parquet flooring, aged cracked panels on the front of the kitchen, industrial features like toggle switches … You see the final ingredient is ‘emotional’.” | Interiors as well as exteriors call on existing identity to present a unique package. In a recent edition of 9fi5th Luxury Real Estate, a feature on the Battersea Power Station redevelopment tells readers that at “every stage, there is a nod to the power station – things like parquet flooring, aged cracked panels on the front of the kitchen, industrial features like toggle switches … You see the final ingredient is ‘emotional’.” |
| Over in Hackney, the “now fully sold” Mettle&Poise development is a mile or so away from where Class War staged last weekend’s anti-gentrification protest. Here, a vast patch of land has been enclosed by a glossy hoarding which reads, “Woven into the fabric of E2”. Glossy images that line busy Hackney Road speak directly to passersby, perhaps indicating the change that will come with this major new development. | Over in Hackney, the “now fully sold” Mettle&Poise development is a mile or so away from where Class War staged last weekend’s anti-gentrification protest. Here, a vast patch of land has been enclosed by a glossy hoarding which reads, “Woven into the fabric of E2”. Glossy images that line busy Hackney Road speak directly to passersby, perhaps indicating the change that will come with this major new development. |
| Perceptions of authenticity are often encouraged through a nod to the history of the area | Perceptions of authenticity are often encouraged through a nod to the history of the area |
| What is striking here is how hard the developers and marketers behind Mettle&Poise have worked to align themselves with the local: their marketing brochure acts as a must-see itinerary for anybody wanting to keep up with the area’s latest openings and trends. Potential buyers are reassured that each apartment will have “fixtures and fittings that mix the old and the new, and that reflect the design focus of the local area”. | What is striking here is how hard the developers and marketers behind Mettle&Poise have worked to align themselves with the local: their marketing brochure acts as a must-see itinerary for anybody wanting to keep up with the area’s latest openings and trends. Potential buyers are reassured that each apartment will have “fixtures and fittings that mix the old and the new, and that reflect the design focus of the local area”. |
| Despite going to great lengths to present new developments as instantly part of an established cityscape, marketing materials often stress an ease of movement that contradicts any such deep-rootedness in urban life. Simplified maps of the city are tailored to specific demographic groups – developers know that for some, the proximity to Canary Wharf is key, while to others, the journey time to Harrods is of interest. Those reading up on Baltimore Tower are told they will be able to “enjoy crossing the metropolis in minutes … perhaps afternoon tea at Claridges, or a little brand name indulgence on Bond Street”. | Despite going to great lengths to present new developments as instantly part of an established cityscape, marketing materials often stress an ease of movement that contradicts any such deep-rootedness in urban life. Simplified maps of the city are tailored to specific demographic groups – developers know that for some, the proximity to Canary Wharf is key, while to others, the journey time to Harrods is of interest. Those reading up on Baltimore Tower are told they will be able to “enjoy crossing the metropolis in minutes … perhaps afternoon tea at Claridges, or a little brand name indulgence on Bond Street”. |
| Related: Revealed: how developers exploit flawed planning system to minimise affordable housing | Related: Revealed: how developers exploit flawed planning system to minimise affordable housing |
| Over towards Canning Town, where vast stretches of land are being regenerated and restructured, and where a major commercial infrastructure has yet to emerge, global connectivity seems particularly key. The brochure for Ballymore and Singapore-listed Oxley Holdings’ Royal Wharf informs potential investors that this “remarkable capital is on your doorstep … With London City Airport less than five minutes away by DLR, it’s quick and easy to fly all over Europe – or even to New York. Connections will get even better when Crossrail opens in 2018.” | Over towards Canning Town, where vast stretches of land are being regenerated and restructured, and where a major commercial infrastructure has yet to emerge, global connectivity seems particularly key. The brochure for Ballymore and Singapore-listed Oxley Holdings’ Royal Wharf informs potential investors that this “remarkable capital is on your doorstep … With London City Airport less than five minutes away by DLR, it’s quick and easy to fly all over Europe – or even to New York. Connections will get even better when Crossrail opens in 2018.” |
| Short films and animations are particularly effective in implying the ease of movement and global reach that investment in a London a property will apparently bring. Galliard’s Maine Tower features a couple flying through space to reach their new investment, while a particularly high-budget film to promote Ballymore and EcoWorld’s London City Island development opens with streams of animated bricks gliding effortlessly through the sky to form towering residential blocks. | Short films and animations are particularly effective in implying the ease of movement and global reach that investment in a London a property will apparently bring. Galliard’s Maine Tower features a couple flying through space to reach their new investment, while a particularly high-budget film to promote Ballymore and EcoWorld’s London City Island development opens with streams of animated bricks gliding effortlessly through the sky to form towering residential blocks. |
| But beneath the glossy surface of films such as these, and of nods to the past and airbrushed representations of London, lies the complexity of life in an increasingly unequal city. The tools of property marketing often seem trivial and can sometimes look ridiculous – yet they play a crucial role in the transformation of a city that is shifting from somewhere to live, to somewhere to invest. | But beneath the glossy surface of films such as these, and of nods to the past and airbrushed representations of London, lies the complexity of life in an increasingly unequal city. The tools of property marketing often seem trivial and can sometimes look ridiculous – yet they play a crucial role in the transformation of a city that is shifting from somewhere to live, to somewhere to invest. |
| Follow Guardian Cities on Twitter and Facebook to join the discussion | Follow Guardian Cities on Twitter and Facebook to join the discussion |
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