Sally Hawkins, creative director at The Communications Group, explained that the agency’s retained brief would be firstly around launching the concept of the apartments.
‘We’re helping to create the story around the unique selling point for these residences, which is about making guests feel they are part of the London scene,’ she said.
Hawkins said that, having done this as well as handling media relations, The Communication Group would help develop the services and experiences that would be on offer.
‘We will be unveiling stage by stage in terms of the experience, from moment people land at airports to moment they arrive and where they eat. This could be whether it is bringing in an author to give talks, or giving access to exclusive restaurants. It’s about creating unique opportunities and making partnerships.’
The venture includes 133 apartments, with services such as 24-hour concierge, daily maid service, an executive boardroom and gym.
Hawkins added that, with a focus a on high-class clientele, security would also be a key message.
‘This is so that it will have an appeal to everyone from celebrities to high-flying corporates,’ she added.