Newburgh Quarter

Shaftesbury Plc are a forward thinking property investment company specialising in the most desirable West End locations such as Carnaby Street, Covent Garden and Chinatown. An essential ingredient of their business strategy is their keen sponsorship of visionary trading concepts and the support and encouragement they give to smaller independent stores offering West End shoppers a genuine alternative to the better known and more established international brands.

The Brief:

‘Beyond The Valley Insight’, ‘i-am’s sister company specialising in youth trends and consumer insight, were asked by Shaftesbury Plc to develop a brand strategy capable of generating greater footfall and increasing sales for all independent retailers located in Soho’s fashionable Newburgh Street and immediate surroundings.

The Solution:

‘Beyond The Valley Insight’ conducted a series of strategic workshops employing well established ‘i-am’ processes to identify potential target customers and possible future retail opportunities. Based on the findings ‘Beyond The Valley Insight’ proposed a brand led strategy aimed at gaining more exposure and establishing the Newburgh street area as a must visit destination on every international fashionista’s shopping trip.

The Result:

The Newburgh Quarter was born, a truly unique retail destination and one of London’s most forward thinking retail communities.