Building the future in AR with Bruntwood.
Property & Placemaking
There’s more to St James’ than meets the eye. From the outside, this iconic period property stands as a monument to Manchester’s industrial past. But on the inside, the future is being built today.
As regional property company Bruntwood’s largest city centre asset occupying a prime location at the top of the Oxford Road corridor, St James’ offers forward-thinking companies the space they need to succeed and grow.
Bruntwood approached us looking for an innovative way to reposition the building and launch the newly-refurbished ninth floor. Along with a new visual direction, experiential marketing and activation activity, we proposed an AR and projection mapping experience to bring the building to life.
A place for dreamers and doers, St James’ is a space you can really make your own and become part of something bigger. Our repositioning brought together the elements that make the building unique, connecting its long history with the workspace of the future. But how would we go about getting people to actually go and view the space?
We took over the ninth floor to create an immersive experience with projection mapping and AR.
We launched a paid social advertising and email campaign to offer a teaser of the space and begin to introduce the repositioning of St. James’. We then took over the ninth floor to create an immersive experience with projection mapping and AR, forming a seamless journey for customers from the moment the lift doors opened.
A walkaround video finished off the activity, showcasing the best bits of the experience.
A projection-mapped video told the story of St James’ from past to present, leading to three AR experiences that brought the space to life with forward-thinking workplace solutions. Visitors could hold iPads and physically walk through the digital workplaces, exploring the spaces in AR as they toured the ninth floor. A walkaround video finished off the activity, showcasing the best bits of the experience.
The ninth-floor viewing experience at St James’ was first launched to agents and press, followed by a successful launch event that showcased the experience to agents and potential tenants who were interested in letting the space. Feedback from everyone that attended was positive, so much so that Bruntwood is now keen to take a similar approach to other buildings in its portfolio.