One Palace Green is an exceptional residential development by REDD Real Estate located on Kensington Palace Gardens, one of London’s most prestigious private addresses.

The Grade II* listed mansion was originally designed by renowned Arts & Crafts architect Philip Webb and completed in 1870. Originally designed in the Queen Anne Revival style, the building stands a significant example of British architecture and artistic heritage. Once the London residence of George Howard, 9th Earl of Carlisle, the property featured interiors by William Morris’s celebrated firm, Morris, Marshall, Faulkner & Co, many of which have been carefully restored.

The scheme comprises of five luxury apartments and a detached coach house, combining architectural heritage with contemporary craftsmanship for an international ultra-prime audience. Greenspace was appointed by REDD Real Estate to develop a comprehensive brand identity and strategic positioning for this prestigious development, creating a narrative that moves beyond the conventions of luxury real estate marketing.

The resulting positioning – A Modern Masterpiece – presents One Palace Green not simply as a residence, but as a collectible work of art and a legacy acquisition for a discerning global audience of HNWIs and ultra-HNWIs.

“Thinking about this property purely through its real estate value fails to capture its true significance,” explains Adrian Caddy, Founder and CEO of Greenspace. “One Palace Green is not part of a property portfolio; its cultural relevance is that of an heritage collection.”

The strategic narrative informed every aspect of the project’s visual and editorial identity, grounding the development in ideas of rarity, provenance, craftsmanship and cultural value.

Inspired by the traditions of art collecting, Greenspace developed a distinctive identity system centred around the concept of “Collector’s Marks”, the monograms and ownership marks historically applied to artworks as they passed through important collections over time.

The One Palace Green logo incorporates three bespoke marks, each referencing a different aspect of the building’s history: the Howard family who originally commissioned the property; Kensington Palace Gardens itself; and the original makers, Webb and Morris.

The logotype was developed using a customised version of Ergon by Commercial Type, selected for its contemporary interpretation of the calligraphic qualities associated with Arts & Crafts-era typefaces. A refined palette of greens, purples and metallic finishes references both the proximity to Kensington Palace Gardens and the richly detailed interiors.

The branding was further elevated through a series of bespoke watercolour illustrations by artist Emily Robertson, commissioned to depict both the property and its surrounding context in its early development phase. The use of illustration reinforced the project’s artisanal and heritage-led narrative.

Alongside the brand identity, Greenspace delivered destination strategy, teaser film direction, digital and printed brochures, floorplan collateral, and a dedicated website designed to position One Palace Green as a singular cultural and architectural offering within the global luxury market