To create a visionary and iconic neighbourhood within London’s most esteemed enclave, Qatari DR’s transformed the historic British Army barracks in the heart of Belgravia and Chelsea into one of the most ambitious and prestigious developments on the planet. Chelsea Barracks represents a coming together of the finest masterplanners and minds in the architectural world along with a prestigious team of world class contractors. Hooper, as a trusted partner, was responsible for concept and content creation for the state of the art 1600sqm permanent immersive marketing suite.
Hooper designed a bespoke, world class multi-room experience that appealed to all the senses – starting from a carefully considered concept for the ‘customer journey’. From concept all the way through content creation and activation – the marketing suite included films, CGI, mini apps, custom software, touch tables, iPad and iPhone apps, a custom Content Management System, control of physical models, CRM integration and even integration with the building to control lights, sound, screens, doors and blinds. In addition we designed and built the furniture for all the AV.
We also scripted and produced promotional content for the Chelsea Barracks brand, including a five minute film about the masterplan; a three 3 minute film about the Spa and Amenities and a three minute film about the Townhouses. All films included multiple live action shoots, detailed and state of the art CG and the integration of seamless live action and green screen footage.
Due to the huge scale and importance of this project Hooper set up a unique pipeline for the job which allowed individual teams to focus on parts of the delivery under the watchful eye of a consultation team to ensure every element of the project was aligned and on brand. One particular challenge of note was that the marketing suite itself was located on the main building site where everything was under strict health and safety regulations with up to 3000 construction crew on site at any one time. Much of our work on site had to be undertaken in and around other vendors all of who’s work was critical!
Nevertheless Hooper rose to the challenge and the Garrison Suite is now considered the global benchmark for an immersive digital real estate sales experience.