Retail proposition & copywriting
Waterloo London
Strategic narrative and copywriting for a marketing suite created to sell Waterloo London's major new retail opportunity. On behalf of Chocolate Ltd.
The work
The challenge
Waterloo was preparing to launch a significant new retail destination as part of the station's redevelopment. Millions of people passed through every year, but prospective tenants were being asked to buy into an opportunity that did not yet physically exist.
The work
My role was to articulate the concept and turn it into a clear story for prospective occupiers.
It's Time became the organising idea. I developed the visitor narrative around the principles of retail itself — Attract. Disrupt. Inform. Delight. — creating a structure for how the opportunity could be communicated through the space.
The finished suite took potential tenants through a sequence of environments designed to build the opportunity piece by piece, turning plans and projections into something they could experience.
