The epitome of the swinging sixties and, at the time, home to boutiques and designers including Mary Quant, Marion Foale, Sally Tuffin, Lord John, Merc and Irvine Sellars (developer of The Shard).
By the early 21th century Carnaby Street and the surrounding streets had lost their identity and had become purely a tourist destination for a bygone era. DS.Emotion was approached by Shaftesbury Estates with the brief to “Give Carnaby its mojo back.”
We embarked on our process of Active Branding, engaging with Shaftesbury, retailers, local pub landlords, café owners, maintenance workers, advisers and the local community to identify the essence of Carnaby and the vision for a successful future. This was distilled into a brand book we created that became the foundation for discussions with brands and where they and Carnaby were aligned.
The brand essence we created for Carnaby we then applied to a new website, way finding signage and an outdoor advertising campaign focused on the underground.
Carnaby is once again a mecca for fashion brands trialling new store concepts and merchandise from independents to global brands, and a diverse food and drink industry that complements its international reputation as a ‘must go’ destination for Londoners and visitors alike.