Queens Cross
Redefining city living in the heart of the Royal Docks.
Calm and connected living in London’s Royal Docks
Launching a place for timeless but progressive city living, with facilities you’d only expect at one of the capital’s best members’ club. Find calm in the secluded gardens. Or take your fitness to new heights, crushing KMs on the rooftop running track. All before connecting to the City, only 10-minutes away.
And less than 3 months to complete the project. Gulp.
Client
Mount Anvil and ExCeL London
DATE
2022
Services
Naming, Strategy, Visual Identity, Copywriting, Print, Digital campaign
With a name inspired by its location, you’ll find Queens Cross nestled between the Elizabeth line and the Royal Victoria Dock. This idea informed the identity; from logo to wider brandworld.
Part of the brandworld is the QX monogram, illustrating the meeting point of the two Queens, as well as the X acting as the shorthand for Cross.
Alongside the visual and verbal identity, we developed every touchpoint — from printed collateral and digital campaign assets to event suites.
We created a coherent and rich experience that told the story of the location. Highlighting the benefits of its waterside location, the thoughtfully designed exclusive spaces, like the Peloton-equipped gym and cycle studio, and the world beyond accessible by planes, trains and watermobiles (possibly our favourite piece of copy across the project).
London’s fittest Homes.
At the heart of Queens Cross’ unique proposition is Eden House. Eden House enables access to exclusive World-class facilities like the rooftop running track and Peloton-powered gym and cycle studio, as well as the usual suspects; swimming pool, steam room and sauna, cinema room, meeting spaces, as well as round-the-clock concierge services.
Photography by Andrew Beasley
