From a Real Estate Company to a Lifestyle Brand

The Challenge: To emerge as a leader in the commercial property development industry, Landsec had to break through the fierce competition and find a point of differentiation that felt true to the brand. Vivaldi was enlisted to help Landsec identify whitespaces for future growth and demonstrate its capabilities and strengths in a compelling way.

The Opportunity: This rising pressure from the competition sparked an opportunity for Landsec to move beyond the creation of average living space options to deliver unique and elevated concepts that better serve their residents’ lifestyles. Vivaldi helped Landsec reframe the traditional approach and redefine what’s possible in property development.

The Outcome: This strategic partnership allowed Landsec to transform itself from a provider of spaces to a provider of experiences manifested through locations. By broadening Landsec’s beliefs on what their brand could be, Vivaldi helped reestablish Landsec as a future-facing brand, committed to leading the industry forward.

 

The client team was very hands on and willing to participate in some pretty tough (and long) workshops. We aimed to keep the exercises fresh and help them oscillate between an expansive and reductive mindset as well as broaden their beliefs on what their brand could be.

Cerrone Lundy, Director, Vivaldi

An elevated experience

For Landsec, the largest commercial property development and investment company in the UK, developing spaces is central to what they do. From Cardinal Place to the Piccadilly Lights, Landsec manages more than 24 million square feet of commercial property.

Looking to develop a new urban living concept, Landsec enlisted Vivaldi’s services to help find a competitive edge. While competitors promised luxury and amenities in their buildings, Vivaldi encouraged Landsec to focus on creating an experience for visitors. Rather than engaging in an amenities arms race, Landsec could offer an elevated user experience.

Finding the white space

In such a competitive market, the challenge is to find a point of differentiation. Vivaldi Group helped identity this white space, determine which problems needed to be solved, develop a series of ideas, and pressure-test and iterate the ideas for feasibility. From there a narrative and visual representations were created.

The Vivaldi team worked to create compelling 3D-designed images that would bring the experience to life, while partnering with the client’s architects to ensure that the plans were realistic and executable. Through face-to-face workshops, the iteration and refinement process was conducted with the client to infuse ownership.

The process helped reveal that the client needed to hone a deeper sense of curation and engagement. Rather than putting buildings up and walking away, actively connecting with residents and examining the environmental impact on the community would be vital pieces to move into the future.

Vivaldi helped to reframe the approach and deliver a strategy to help the client create spaces where residents can feel like they can flourish and achieve true wellbein

• Topics:
• Customer Journey