City North





City North

Telford Homes

Finsbury Park, London

Design & Fit Out

Concept To Reality

How we helped

Telford Homes wanted us to create an impressive marketing suite within a new 2-storey retail unit which included a mezzanine to showcase their award-winning development. This development was to mark a new London landmark for Finsbury Park and the latest in 360-degree living. They wanted the marketing suite to have a high-end feel and be reflective of the properties and lifestyle on offer, whilst being in-keeping with the concierge that will be situated next door. The new suite’s positioning was also key being situated on a new entrance to Finsbury Park station, therefore the suite should take full advantage of the potential high footfall. There also needed to be a show apartment set-up within the marketing suite showing the specification on offer, whilst still having all the usual functionalities of a marketing suite.

Focus Experiential went above and beyond our expectations when delivering the City North marketing suite. From the outset, the grandeur of their design caught our attention immediately, and their unique understanding of the customer journey meant we could relax knowing the suite would have substance as well as style. In particular, their innovative approach to the show home set up was unlike anything we’ve ever seen before and continues to capture the imagination of our customers. From concept to delivery, Focus Experiential have been outstanding and we look forward to seeing what they bring to our next brief. – Kerry Hill, Head of Marketing & Communications, Telford Homes

What was achieved

Using bronze and brass tones throughout the space helped achieved a high-end feel. An opulent wallpaper and herringbone chevron flooring were used and plush velvets were selected for upholstery finishes in rich opulent colours, along with an array of luxury FF&E custom pieces.

A large custom light feature was designed to take full advantage of the double-height entrance, creating ‘a wow’ upon entry. This light piece took inspiration from the circular and linear architecture of the development, smaller light features were made bespoke and situated above key areas in the space.

The customer journey was key in this space and on the ground floor a partition wall with a recessed interactive screen one side and rolling content screen on the other, sat in the centre of the space to help break up and zone the vast suite. This created an engaging interactive area one side and intimate cosy lounge space to the other. This allowed the large model plinth to be placed centrally within the suite, a high bench giving flexibility for working and conversations and iPad plinths also formed part of the discovery space.

In the lounge area, suspended custom screens also helped divide and zone the space, these screens took inspiration from the logo. A custom drinks station and sofa helped give this area a home-from-home high end feel with plush cushions, a rug giving a nod to the City North branding colours, a coffee table and bespoke light feature were finished in the brass tones. This left the remainder of the space free for a functional sales space with custom feature desks with bronze fronts and vast low-height storage custom cupboards behind. A full width illuminated lightbox image wall added light and impact to this area displaying the view of the development from Finsbury Park.

On the first floor, a conceptual show apartment was created. Walls were removed and partition frames applied in a brass finish, creating a more open feel allowing the customer to focus more on the space. A mock window was also created built to the specification as given by Telford Homes, this showcased one of the views from the show apartment.

Additionally, double-height columns, spanning from the ground floor to the ceiling on the first floor linked the two different floors together, finished in concrete to also link with the exterior columns and environment. This created the perfect space for signage and opportunity for key messaging – this finish contrasted beautifully with the sleek open glass finish to the staircase with polished brass balustrade.

Externally an interactive screen sat within the glass linked to the City North website allowing direct access for passers-by to view online availability and information, this could be used even when the suite is closed creating the ultimate marketing tool. An illuminated projecting sign sat inside the glass also created impressive signage for the logo of the development, again promoting the suite when it is closed.


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