Ballymore – Pan Peninsula

Business problem

Pan Peninsula is the iconic Docklands residential development: the tallest, the most luxurious and the most expensive. Uncompleted at the time of the economic crash, the premier apartments between floors 34-47 were withheld from sale. Our task was to breath new life into the properties.

Experiences that matter

We positioned the properties for a wealthy and status-conscious audience, creating a powerful, luxury sub brand – 34|47 – that encapsulated a truly premium feel. Inviting only a select few, we affected a ‘honey pot’ strategy where people ‘discovered’ the highly emotive value of gazing down upon the seat of true wealth and real power.

Business transformation

Every one of the 34|47 apartments have been sold, in a building once seen as the white elephant of post-recession London.