The agency has been briefed to promote the Seven Dials area as an ideal destination for 'discerning shoppers' seeking an alternative to the high street.
Shaftesbury PLC, the property company that manages Seven Dials, also wants Threepipe to oversee seasonal campaigns to drive shoppers to Seven Dials during peak times such as Christmas and Easter.
Threepipe won the brief from Frank PR, which did not repitch. 'It wanted an agency that was walking distance to the Covent Garden area,' said Frank MD Andrew Bloch.
The Seven Dials area includes popular hotels such as the Mountbatten and the Donmar Warehouse theatre. Retailers with shops in the district include Urban Outfitters and All Saints.
The area forms part of the pedestrian route from Soho and is home to Michelin-starred restaurant The Ivy.
Shaftesbury PLC is a well-known London landlord, managing other popular destinations such as Chinatown, St Martin's Courtyard, Carnaby Street and the Opera District.
As of the end of 2007, Shaftesbury PLC's portfolio was valued at £1,394m. The group's interests comprise 292 shops, 153 restaurants, 425,000 sq ft of offices and 254 homes.