Victoria
From station to destination
Client
Landsec
Agency
Hunter
Deliverables
Identity / Brand System / Playbook
Overview
Victoria London encompasses three distinct destinations owned by Landsec: Cardinal Place shopping arcade, Nova Food, and Victoria Street. Located adjacent to Victoria station, the area had long served as a transit thoroughfare between the transport hub and nearby tourist attractions, with visitors passing through rather than pausing to explore. Landsec saw the potential to transform this into a genuine retail and dining destination in its own right.
Brief
With Cardinal Place undergoing an imminent architectural transformation, Landsec commissioned a unified brand strategy across their entire Victoria portfolio. A longer-term masterplan would physically connect Cardinal Place, Nova Food, and Victoria Street through shared walkways and features. The challenge was to create an updated identity for Cardinal Place that would anchor this transformation whilst uniting all three destinations under a single Victoria London banner.
Response
Following a comprehensive strategy phase, we created a brand architecture that positioned each location as a distinct sub-brand whilst uniting them under the Victoria London banner. The identity for Cardinal Place captured the area's energy and vibrancy, making it clear this was a destination worth visiting, not just passing through.
The resulting system encouraged visitors to pause and explore, positioning Cardinal Place as a destination in its own right. The brand architecture provided clarity across all three locations, ensuring each maintained its individual identity whilst clearly communicating their connection as part of Victoria London's broader retail and dining offer.
