Transforming Wandsworth Mills Into a Summer Destination
Client
Berkeley
Services
Event Identity & Marketing Campaign
Berkeley approached us to build excitement and drive footfall for a four-week summer activation at Wandsworth Mills in South London. The ambition was to transform an existing space into a vibrant, beach-inspired destination that brought a sense of escapism to an urban setting, while appealing equally to families and professionals through an inclusive yet premium brand experience. Alongside a programme that included a man-made beach, live beach club parties, food and drink, face painting, dog shows and more, our role was to develop a multi-channel marketing strategy, cohesive visual identity, and immersive on-site signage that would capture attention, encourage dwell time, and position the development as a lively social hub.
We developed the creative direction and marketing rollout, creating a distinctive Beach Club identity that balanced the premium positioning of Wandsworth Mills with an accessible, community-led experience. Moving away from traditional seaside clichés, the visual language took inspiration from premium destinations such as Miami Beach Club and Soho House, creating a more aspirational feel. The identity was applied consistently across a dedicated event website, social content, direct mail, local flyers, digital OOH, paid media, email, signage and merchandise. The campaign was designed to reach audiences at multiple touchpoints, drive awareness and footfall, and encourage visitors to engage with the development beyond the event itself.
The four-week activation attracted more than 4,300 visitors and generated 84 marketing suite visits, including 64 direct visits, a 100%+ MoM increase. The campaign also delivered 5,800+ website sessions in a single month, with DOOH generating 1,173 QR code scans, showing a strong offline-to-online response. Most importantly, the activation translated engagement into sales, with 14 sales agreed across summer 2025. Longer term, renewed agent engagement contributed to a further eight sales, while leads increased by 596% year-on-year. The Beach Club successfully turned an underused site area into an active community destination.
