From impenetrable 1960s factory to truly open workspace.

Excavating the story of this mid-century building was the first step. It provided the foundation for a premium brand: C Space.

Challenge /
When developers Helical Bar bought the building at City Road and Epworth Street in 2013 it was unloved and unwelcoming. They set about converting it into 21st century office space, with a view to attracting prime commercial tenants and so maximising per‐square‐foot rent and securing long tenancies.

They asked us to help them brand and market the project. With more and more companies seeking to tap into the creative vibe of Shoreditch, our task was to make this former carpet factory as attractive as possible — by helping Helical transform it into the ultimate Shoreditch creative address.

Solution /
We came to think of the building as the bricks and mortar equivalent of an open network — a place where flexible working could happen easily and in the truest sense. That meant creating new kinds of communal spaces, to seamlessly facilitate the sociable working style that creative companies depend on. Virtual design helped to make these ideas compellingly real for pre‐completion marketing.

We suggested using the building’s cap-­C shape as a device to start conversations about the building’s history and rebirth. And we positioned this unique story as the centrepiece of the development’s marketing strategy.

Results /
Months before redevelopment works had completed at the site, one of the world’s largest advertising groups signed a 15-­year contract to occupy 75% of C Space. The key deciding factor behind the deal: the creative vibe and setting of C Space would help the group’s advertising agencies recruit top creative talent, and so continue to thrive in the future.

We delivered:

The name ‘C Space’
The C Space story
Visual identity
Hoarding design