Greenspace appointed to transform new London destination

Greenspace to create brand strategy and identity for luxury redevelopment of the Old War Office

Greenspace has been appointed to create the brand strategy, name and identity for the redevelopment of the Old War Office building on Whitehall in London, which is being transformed into a luxury hotel with restaurants and residences. 

Following an extensive pitch, Greenspace has been retained by Westminster Development Services, the joint venture formed by global conglomerate, the Hinduja Group and Spanish company Obrascon Huarte Lain Desarrollos (OHLD).

The development will incorporate the world-renowned Raffles Hotel, which opened in 1887 in Singapore, named after the British statesman and founder of Singapore, Thomas Stamford Raffles.

The Old War Office, with more than 1,000 rooms across seven-floors, and 2.5 miles of corridors, was completed in 1906. Located in the heart of Whitehall, the grade II* listed building is close to 10 Downing Street, the Houses of Parliament and Westminster Abbey.

It was the office to many of the UK’s most important and influential political and military leaders of the twentieth century, notably Sir Winston Churchill, David Lloyd George, Lord Kitchener, Herbert Asquith and T E Lawrence. It was also the offices of the British Secret Service. 

Greenspace joins a team of architects and designers behind the new venture

EPR Architects will work on the complete new building with interior designer Thierry W Despont creating the interiors for the Raffles Hotel, while architects and interior designers 1508 will design the interiors for the exclusive residencies.

Greenspace’s initial responsibilities include the development of the brand strategy, naming and identity design, alongside various communication items.

The construction work is soon to begin, with the hotel due to open in 2020. 

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Greenspace’s work has always been focused on generating positive and lasting value for our clients. It’s called Creating Legacy. Destination branding helps to shape the legacy a space will take on. By incorporating the historical, current and social significance of a space into the branding, the value generated will feed a lasting legacy.