New Brompton Road: London's Home Interiors Quarter

A creative conversation between Des and Tina, Brandopia's mythical brand developers

DES: Back in 2005 we discussed a big brand idea for London's Brompton Road, then one of the worst-performing commercial streets in one of the wealthiest neighbourhoods in the city.
TINA: Four years is a long time in destination branding, so we were delighted when Kevin Caruth the founder of Urban Gentry: London tours for the savvy visitor, brought us right up to date with what was happening in Brompton - in 2009.

DES: According to KevinC, Brompton has been very active in positioning the area as a 'design district' especially around the London Design Festival each September.
TINA: He recommends it as "A must for any design buffs visiting London" - "Where you can combine the top end luxe brands with independent, quirky stores."

DES: Music to our ears.
TINA: A destination brand concentrated on a single big brand idea which also has a future-focus.

'Brand' the Marketect says:

"First attract with a single branded proposition, then distract with multiple products and experiences ."

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