London is a remarkable metropolis made up by a vast and storied set of identities.  At Elephant Park, a major mixed-use development in the heart of one of London’s oldest working-class boroughs, retail will play a central role in ensuring the neighbourhood remains accessible and inclusive to its long-term, existing residents while uplifting Elephant & Castle to appeal to new audiences.

Right Angle has helped Lendlease develop a Retail Vision and Retail Plan to ensure that this new addition to Elephant & Castle stitches itself into the surrounding neighbourhood and demonstrates some of the same character, intimacy and atmosphere that has already made the area one of the most fascinating in Central London. By defining a set of clearly differentiated retail zones across the sites, Elephant Park will now provide a mix of products, services and experiences that engage both new and existing audiences, helping to generate the type of local employment, commerce and character that Southwark Council aspires to create.

“The chief function of the city is to convert power into form, energy into culture, dead matter into the living symbols of art, biological reproduction into social creativity.”

Lewis Mumford, Urban Historian

Details

Scope
Research, strategy, copywriting, graphic design

Year
2017

Client
Lendlease

Location
London