The best retail address in London?

It's got to be up there: the huge space directly underneath Piccadilly Circus's famous illuminated advertising hoardings. A space currently occupied by Burger King, but which is soon to become vacant.

This whole building, Piccadilly Lights, is owned, almost inevitably, by my client Land Securities. With Burger King's lease up, they're looking to let this unique location to a leading international brand. So, naturally enough, they turned to Hat-trick - and me.


Together, we've created a brochure and a website (beautifully realised, as ever, by Bounce) that reflect the location's glitz and gloss. In fact, the brochure's so incredibly glossy, slipping it out of its clear envelope for the first time released a pungent bouquet of ink and varnish: an unexpected, but rather wonderful, olfactory bonus. Mind you, I'm one of those people who loves the smell of creosote.


In this location, retailers have a real shopfront on the world, not just London. So the copy focuses on the site's potential to enhance any international brand, tying it to one of the globe's great city icons.


The images, reminiscent of the towering billboards themselves, are pixelated with tiny little shopping bag pixels, which tie in to the numbers of people seeing, passing and visiting the site.


You can read all the copy, and see more of the imagery, at the One Piccadilly Lights website.