Setting new standards for retail-led regeneration

King’s Cross Central Ltd Partnership

Coal Drops Yard is the dramatic and dynamic centrepiece of the King’s Cross regeneration programme. A piece of stunning Victorian industrial engineering, it had fallen into disuse – but is now being re-imagined as a highly original retail destination, opened in 2018. The richly coloured bricks, striking arches and solemn ironwork provide a stunning backdrop for contemporary fashion and the arts, and a team from Heatherwick Studio has added contemporary glass and a majestic new roof. The developers wanted Coal Drops Yard’s communications to capture the vibrancy and distinctiveness of the setting – initially to attract retail tenants.

In close collaboration with the developer’s sales and marketing team, Bell created a richly layered, visually stunning book that set out the retail opportunity. It featured dramatic photography, high quality CGI and, through sparky illustration, a nod to the Victorian heritage. We then built these elements into the brand guidelines, developed the CDY website and other digital comms that capture the essence of the unique experience, as well as marketing collateral and merchandise.

“Thank you very much for the most beautiful brochure. It is fabulous and has raised the bar at Argent. Thank you for all your hard work and putting up with me. The team is absolutely delighted and I have received incredible feedback from all the partners. The best comment I heard today was ‘it feels like the building’. And that’s exactly what we wanted, people to feel the beauty and essence of the place.”

Isabel Gutierrez, Retail Marketing, Argent