pumpHouse
Identity / Brochure / Marketing Material
The pumpHouse, formerly a Grade II listed water pumping station in Hammersmith, West London, is a visionary development of 43 apartments by St James set alongside one of London’s most attractive stretches of riverside. At the pumpHouse, old and new exist together in harmony — the building is a perfect example of elegant Victorian architecture, while the apartments inside are flawlessly contemporary, with modern interior fixtures and fittings.
The Challenge
The pumpHouse is London riverside living at its best and Ideas Factory was commissioned to create a brand, image and a marketing campaign to launch and promote the scheme to a sophisticated target audience — a campaign that encapsulated the St James vision of imaginative, sustainable regeneration in the 21st century.
The Solution
By developing a unique brand marque & communication suite, we reached out to the target audience with an engaging campaign. Reinforcing the marketing concepts of revival, heritage and utilitarian chic we commissioned on-site photography inside the derelict building prior to St James taking possession from Thames Water. The beautifully lit interior finishes, fixtures, props and live models provided the campaign with dramatic contrast to the neglected and decaying core.
To maximise the marketing potential of the development's location alongside the A4, one entire side of the building was dressed in a digitally printed banner, featuring eye-catching imagery from the campaign.
The Result
Early phases offered off-plan to the investor markets were sold within days of release. Huge levels of interest were generated by the campaign within the property press and amongst the core target audience. Record-breaking levels of pre-registration were achieved and above target yields were secured for most units.
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