No. 79 Fitzjohn’s Avenue

No. 79 Fitzjohn’s Avenue is a collection of 29 apartments in the heart of Hampstead Village. The developer is PegasusLife, a business fundamentally changing the ways in which retirement living is delivered and understood in the UK.

Every aspect of the development has been considered in relation to the local environment, from the architecture, which draws on the Parisian mansion vernacular present throughout Hampstead, to the service and facilities, which complement all that’s on offer in Hampstead Village.

By considering the Parisian architectural influence, and picking up on the style and elegance with which Hampstead has become synonymous, we began following up on the idea of Parisian chic in central London.

Research into Paris Fashion Week, mansion block living and the history of Fitzjohn’s Avenue gave rise to an extensive bank of creative references. The naming of the development emphasises the sought-after nature of the address, while harking back to the understated grandeur of mansion block living. 

The identity was explored across a range of platforms: rather than leading with images of the development, the ad campaign depicted a series of models, capturing the style and elegance at the heart of the scheme. A lookbook was also created to accompany the marketing collateral, taking readers on a visual tour of Hampstead village, while offering a nod to the high fashion that inspired the identity.