How do you draw attention and bring in the crowds to 37,000 sq ft of new retail portfolio on the forgotten side of London’s West End?

Land Securities, the UK’s leading property company, asked us to create a buzz about their Victoria development, Cardinal Place, which would act to attract locals as well as provide a springboard for wider PR activity.

In solving the challenge we took inspiration from the development’s namesake – the Cardinal butterfly. We then created a long weekend of intense activity along the theme of transformation.