The city of London is home to some of the UK’s oldest and most renowned British institutes, which are synonymous with stability and longevity, representing one of the world’s premier financial districts and the UK’s economic hub.
April 2013 saw one of the capital’s most prestigious and historic shopping, event and entertainment destinations, Old Spitalfields Market, became available for acquisition when Irish based international property investment and development giants, Ballymore Group, unveiled their plans to release the scheme to the market, inviting offers in excess of 100 million pounds.
Our team at Creativeworld was exclusively appointed by Ballymore Group in March, after being recommended by property agency specialists Coady Supple, to offer experienced commercial property marketing expertise to the newly available investment. Creativeworld’s MD, Clive Wood, commented on the recent collaboration. “We have been working with the partners of Coady Supple for a number of years having been appointed on a number of their new investment opportunities. They know just how much we pride ourselves on making the small details matter which is why they had no doubts in recommending us to Ballymore for this project. In this industry, each investment you are involved with is completely unique and you have to take that into consideration when you are looking to put it out to the market.”
The scheme quickly generated interest on a global scale and required a truly bespoke marketing strategy in order to reflect the character and personality of the landmark property.
Old Spitalfields Market is the centrepiece and cultural hub of an area undergoing a renaissance and which benefits from the adjacent physical economic change. The scheme is part of the engine room of a new and growing circuit for social, cultural and retail activity that is becoming known across the world.
The literature we produce can have a huge influence on their first impressions which could be the difference between making an offer and moving onto the next opportunity. We all know you only get one chance to make a first impression.
An oversized A4 case bound brochure filled with creative photography of the market’s everyday activity was produced. The 68 page brochure needed to capture the very soul and essence of Old Spitalfields Market and what it signifies, giving any reader a real taste of life in the heart of Central London.
To complement this, we created and produced a bespoke 44 page financial overview brochure, mirroring the creative brochure in both size and design layout. It featured a variety of custom drawn maps of the scheme, whilst also containing a detailed in-depth analysis report of the site’s financial structure and also included photography and additional information on the area’s unique history and heritage.
We also designed a tailor made website and data room platform as part of the scheme’s marketing strategy. The site featured a selection of fully downloadable documents which could be accessed through a secure login system. All downloads could be monitored through a statistics segment, with site traffic readily available to the vendor, allowing them to monitor the activity of interested parties.
“When you are involved in a scheme of this nature you have a real responsibility to produce designs of the highest quality, making sure you tell the story of the development along the way. Potential investors want to see what sort of scheme they are going to be acquiring and what it has to offer. The literature we produce can have a huge influence on their first impressions which could be the difference between making an offer and moving onto the next opportunity. We all know you only get one chance to make a first impression.” Clive added.
The scheme was acquired by New York based, private real estate investment firm, Ashkenazy Acquisition Corp. for £105 million pounds in May, who announced the deal on their company website.