The View from the Shard

Developing the UK’s highest destination brand

Campaign identity
Campaign assets
Brand campaign
Campaign activation
Art direction
Tone of voice

Client

At the pinnacle of Renzo Piano’s iconic The Shard, is London's highest public viewing experience – The View from the Shard – offering sweeping 360 degree panoramic views of London and beyond.

Brief

The View from The Shard wanted to increase awareness and interest in their brand experience. They wanted their brand to stand out from The Shard itself, while remaining aligned to the world famous landmark. They also wanted to raise their profile in listings and rankings to be considered one of the top London visitor attractions. The View from The Shard asked Rose to create a compelling brand strategy to inform the creative direction for all brand communications, advertising and visitor experience touch-points, including secondary-spend opportunities. They wanted a new look and feel for their brand communications, which could help to underpin their promise that the best views of London are from the very top of The Shard.

Solution

At a height of 244m, The View from The Shard offers the most spectacular views across the whole of London. It is almost twice as high as any other vantage point in the city, and the only place where visitors can see the entire city at once, throughout the day and evening. This provides a truly unique experience in one of the world’s greatest cities. Rose recommended combining these two aspects by taking ownership of the ‘very best view of London’. Rose commissioned and art directed incredible imagery and footage for use across print, OOH, web and digital campaigns. The campaign photography was captioned to reflect the thousands of shots taken by visitors at different times, days and seasons, suggesting an ever-changing, personal experience, that rewards multiple visits. The brand identity was rolled out across the visitor journey, including tickets, signage, bar menus, staff uniforms and merchandising.

Result

In the year following the new brand strategy and brand campaign, The View from the Shard saw in an increase in trade receivables of 56% and an uplift of 298% in accrued income.¹

¹ Shard Viewing Gallery Management Limited Company Accounts