Pimlico Road - Designed in SW1 - BWP Group

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• published: 10 Nov 2015
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BWP Group and Grosvenor Britain & Ireland joined forces to produce a design-led event to bring added style and verve to London’s Belgravia. Designed in SW1, in association with the London Design Festival, was a nine day event created to highlight the aspirational design offerings of retailers on both Pimlico Road and Elizabeth Street. Briefed by Grosvenor Britain & Ireland to raise awareness of what makes retailers on Pimlico Road and Elizabeth Street so unique and appealing, BWP Group conceived Designed in SW1. The event was engineered to allow retailers to show off their artisan skills and passion for design. An array of stores participated, creating a schedule of activities to hang the event around, including interactive workshops, demonstrations, meet the maker sessions and late night shopping. BWP Group was tasked to raise awareness and drive footfall. Using the popular weekly Farmers’ Market on Orange Square as a launchpad, promotional staff engaged with shoppers and distributed stylish event guides brimming with information. To draw extra attention, a speed painter and swing band were in place throughout the market to delight 2,500 shoppers and create a buzz around the event. The same morning saw the opening of Gallery 57, a unique pop up digital art gallery set up in a vacant unit overlooking Orange Square, featuring work by artists including Tracy Emin and Gordon Cheung. Utilising space in a prime location, BWP Group created a contemporary art gallery to complement the design offerings already in place on Pimlico Road whilst providing something alternative and new to attract more visitors. To further encourage art-lovers to visit, a prize draw was set up to allow visitors the chance win their own digital art. Some 4,000 leaflets were handed out by promotional staff chatting with shoppers and passers-by to inform about the event and encourage visits to Gallery 57. The overall event was supported across social media and through PR activity with Designed in SW1 featuring in various local and interiors titles such as The Resident, Elle Decoration, Homes and Antiques and allinlondon.co.uk.