Heritage & Placemaking
Chelsea Barracks
Placemaking at the heart of a community
Six years turning one of London’s most valuable developments into a place people belong.
222
Pieces of coverage
114M
Audience reached
250%
Instagram growth
The brief
Chelsea Barracks is a 12.8-acre, £4.5bn development in Belgravia. Our brief was placemaking: to make it known and loved locally, positioning its programme of activations at the heart of the community rather than as a property launch.
What we did
Over six years we built a steady rhythm of press and influencer events, Spring and Winter fairs, Wimbledon screenings, art and culture installations and hospitality collaborations.
Paid social and original content ran alongside the earned coverage, giving the development a voice its neighbours actually followed.
Everything was designed to feel like community, not marketing - the reason it earned the coverage, and the trust, that it did.
“Chapter has been a trusted PR and social media partner to Chelsea Barracks for over six years. The team are creative, strategic and collaborative, and have helped us to position our business at the heart of the local community. They have excellent connections with press and influencers, and have remained agile and adaptable as our strategy has evolved over the years. The agency’s work has delivered impressive results and we look forward to continuing our successful relationship.”
The result
The campaign has earned 222 pieces of coverage and reached an audience of 114 million to date, with Instagram followers up 250% and 21 hours of watch time on Chapter’s social content. Vogue called it “a truly excellent development” that “enhances its location.”
Coverage in
Vogue