THE DEVELOPMENT The Crown Estate owns almost half of the property in the St James’s district of central London. They are undertaking a massive re-development of the area, valued at £500 million. St James’s Market is located at 52-26 Haymarket and 14-20 Regent Street is being developed to produce 31,500 square metres of space, comprising offices, retail, bars and restaurants. The refreshed location will combine elements of the historic, original façades with some of the latest, cutting-edge design.
THE BRIEF Embrace were asked to cover parts of the developments which are some six storeys tall and 60 metres long – the largest building wrap ever in the United Kingdom. Our client asked us to achieve two things – shield away all of the restoration works on the listed stone frontage from the 1920’s, and provide a visual space that would clearly demonstrate the huge scale and great impact the development would have on the locality. As you would expect with an address that is a stone’s throw from Piccadilly Circus, it was also essential that there was no disruption during installation due to the high volume of people constantly in the area, 24 hours a day.
THE SOLUTION We did it! The UKs biggest building wrap, beating our own record at the earlier Ampersand Building project on Oxford Street. The final wrap weighed over 1,100 kilogrammes and measured in at 2,200 square meters, comprising of six separate sections, cunningly combined to hide the joins and handle all of the elevations and tiers. To achieve this we installed the banner over 6,660 metres of steel frame. We produced the banners ourselves in our St Albans-based printers, using a type of PVC that is totally recyclable to ensure environmental obligations were met. Embrace Building Wrap installed the banner within three weeks using a team of that abseiled from the 7th floor, finishing ahead of schedule and to the agreed budget of course.
Embrace have completed scaffolding banners and building wraps at numerous re-developments in the area, such as at St James’s Street, Bury Street, Cleveland Row and Little St James’s Street. You can find out more about project by visiting the Crown Estate’s St James’s Market building wrap page.