Dematerial was commissioned to develop a suite of static visuals and a marketing film to promote the 7 Old Park Lane redevelopment.

The branding approach, devised by &Dave, positioned the building as a place where work feels effortless, drawing on the experience of a boutique hotel where service is seamless and largely invisible. Given the target audience’s limited time and attention, the campaign combined pragmatic copy with visuals designed to evoke emotion.

To communicate the premium offer, our art direction adopted a filmic, analogue aesthetic, using restraint and sensory imagery to create a more sophisticated visual language.