For over 70 years, Battersea Power Station has been a London icon. Now undergoing £8 billion of investment, the Power Station will be the centre of a bold new London neighbourhood, with 18 acres of new public space. And in June 2017 the first ever retail store opens its doors there.
Zermatt, the London creative agency, has been appointed to handle the launch of The Battersea General Store, and will create outdoor advertising, a website, and an app, as well as social media on 3 channels.
The Battersea General Store will be no ordinary retail outlet.
Raj Bathia and his Market Place Group are creating a rich experience that reflects the imagination and diversity of this historic site.
The Group already runs the hugely successful ‘The Market Place Store’, which is the social hub of the Power Station’s neighbouring development, Chelsea Bridge Wharf.
The location’s international residents have dictated the store’s offering: The range of produce is anything but ordinary: you can buy vodka from Hong Kong, Spanish potato chips, Japanese Whisky, cereals from the USA and crispbread from Norway. A full Delicatessen serves Illy coffee, croissants, paninis, Greek salad and so much more.
The Battersea General Store builds on this international tradition in an even larger 6,000 square foot space in Circus West, the first phase of Battersea Power Station.
There are all manner of artisan stores and brands coming here”, says Raj Bathia, “with Apple’s new HQ the crowning glory when it arrives in 3 years. So we are very proud to be the first to open there.
Zermatt have already proved their fit with our vision through their work on The Market Place Store. The advertising, website and social media that Laurence Percival and his team developed have totally captured our personality.”
We’ve just gone live with our latest website for the emerging legends of property, RFR. See the site here.
RFR have diversified from their original property search business into firstly interior design and then all manner of consultancy, and they wanted a website that showed their unique multi-disciplinary nature.
The site was built entirely in-house at Zermatt, but what we loved was the huge interaction between the two teams, and the creativity contributed from both sides.
Taller calls them “London’s hottest property consultants”. We say thanks again RFR for allowing us to work with you on such a great project.
If you’re lucky, a brand has one great point of difference, USP, call it what you will. Even better if you can find one that has a couple.
Just sometimes a brand comes along that has many – and such an entity is Grace Belgravia.
You could choose any of these to focus on:
- It’s the only elite private members club for women in London
- It has a world-class restaurant, gym and spa, as you would expect – but also a full medical facility, which you would not
- Grace is all about ‘Health and Wellbeing from the inside out’
- It is a centre of Preventative Medicine and Ageing Well
- It runs eclectic cultural events, creating the ambience of a classic literary salon, reimagined for now
- It has a thriving ‘To Go!/Delivery’ business for its signature healthy yet delicious cuisine
- It is housed in a Grade II listed building that exudes relentless design integrity from the spectacular Atrium to the facings on the Spa locker doors
We could go on. We simply took this alchemy of attributes, and summed it up in the line ‘Live life in Grace’. Then we set out to capture the personality of each of the many elements.
Our re-imagining of gracebelgravia.com is here
We just discovered the work of local London figurative artist Alex Chamberlin. Here is his gorgeous rendering of Zermatt’s very own Matterhorn. Discover his other work here.
You’d think creating your own agency website would be laughably easy – especially when creating sites is one of your day jobs. It seems like paradise: no one else to please except yourself, and an unlimited creative palette.
But the truth is, even the most rhino-skinned creative finds elemental paranoia rising to the surface when faced with the task of self-promotion.
So when we started creating the new welcometozermatt.com, we froze for a day or two and then did the unavoidable: we looked at what everyone else does.
We looked at the UK top 50, a mix of adland, digital and design agencies. We found some common threads:
– Practically every agency shouts that “we’re different!”. But the thing is, if you look at the first 5 sites and they all shout that, well it’s not very different.
– Next, every agency seems to want to look New Age Cuddly – with the staff ping pong tournaments, the agency dogs, the agency teapot, the team profiles either with a) childhood Polaroid portraits or b) goofy cartoon avatars. When you look at lots of cuddly sites like this, you start to encounter Tweeness Overkill.
– And finally, every agency seems to focus on a few words that pop up like Japanese Knotweed with alarming regularity. Here are 3 we would ban if we had the chance:
This word is everywhere… and yet storytelling is the very thing most agencies don’t do. Picasso’s Guernica is storytelling. A David Nicholls novel is storytelling. David Abbott ad copy for Volvo is storytelling. The movie ‘Sideways’ is storytelling. A Johnny Cash song is storytelling.
Displaying your agency ‘likes’ on Tumblr or Flickr or or any other platforms (or should it be othr platforms) is not storytelling.
Storytelling is precious and, yes, rare.
‘Disruptive’ is good, everyone proclaims. We agree, sometimes. But a freak hailstorm is disruptive, but not necessarily good.
Consistency is sometimes just as powerful as disruption. Witness Nike’s superglue-like adherence to its brand personality for 30 years. Apple’s design ethic. Lionel Messi’s ability to score.
Consistency can be wonderful, especially for brands.
‘Content is King’ is the mantra du jour.
But if you are creative, or even aspire to be, ‘content’ is the most insulting word you’ll ever hear. Content just implies stuff, great swathes of it, made to fill the vast voids of media space. “Let’s bung in some content”.
It’s a word that represents the very antithesis of creative ambition. “Daddy when I grow up I want to create great content” is something you’re not very likely to hear.
Halt! It’s oh-so-easy to criticise other sites, not so easy to create your own.
So parking the snark, we imagined a marketing decision-maker in one of our target sectors. What would she/he want from our site?
Presumably our marketeer is going to be uber-busy, and is going to want to see quite a few sites. So time is precious and the navigation needs to be simple.
Above all, they’d want to get straight to the agency’s work – because if that’s no good, it’s game over anyway however much you mask it with lots of creative-sounding social noise.
Having viewed the work – in a gallery that’s easy to click through client by client – they’d want to get an idea of the company’s tone and style and personality, to get a feel of how they’d get on with them in the real world.
And that’s it really – that’s all our client mystery shopper needs. She/he will probably be in and out of a site in a minute or two and that’s how long you have to engage them.
So we’ve aimed to build a simple, elegant site that connects, with nothing in the way. Of course, only you can decide if we have succeeded.
Welcome to Zermatt.