The brief was won following a non-competitive pitch overseen by CEO of Criterion Capital, Asif Aziz.
John Doe has been tasked with re-freshing and contemporising the appeal of the iconic building during a period of regeneration. The 2.7 acre site bound by Shaftesbury Avenue, Coventry Street and Rupert Street comprises of 600,000 sq ft of prime Central London real estate.
Agency founder Rana Reeves said: ‘London Trocadero has a special place in the geographical tourist language of London and has such a relevant history in terms of consumer entertainment. It is also an important win for us as Criterion are allowing us to work with them to influence the brand architecture and use this to generate PR.’
John Doe will be mapping London Trocadero with a series of cultural initiatives that highlight the space’s links with consumer entrainment, which have included the seminal Sega World, Leigh Bowery installations and the shooting of Madonna’s video Hung Up.