Allied London
The Avenue
The brief
High glamour, serious style, fashionistas laden with shopping bags flitting in and out of designer boutiques … that was the plan, anyway. For the time being, The Avenue – and the Spinningfields development it was a part of – was little more than a hoarded-up building site in an untrendy corner of west Manchester. How could we convince some of the world’s most fashionable brands that this would be an ideal address in which to base their business?
The solution
We appealed to fashion brands using a visual language they would instantly recognise and understand. A high-end fashion style shoot provided the imagery to promote the Spinningfields development in print. We also used a film of the shoot throughout the website to create a mood of sophisticated glamour. The site featured a photorealistic, animated CGI recreation of The Avenue, giving a detailed sense of how shoppers would experience the district.
