Selling The Shard

Selling The Shard

The Shard, designed by architect Renzo Piano, would become the most enigmatic new building to be built in London for decades. But before Europe’s tallest building was firmly ensconced as part of the City’s skyline, Sellar Property Group needed to win over the local community and secure investment in the thick of an economic downturn.

Uniform stepped up to the challenge with a holistic approach to communications. We reached out to planners, local residents and businesses, as well as investors, transport providers and retailers, connecting the different audiences to the same vision – keeping everyone informed at each stage of the project to ensure they were advocates.


The film was the pinnacle of the campaign, supported by a suite of stunning CGIs. With its aerial footage of the city, culminating in a view of the Thames at sunset, the film generated unprecedented levels of international coverage across CNN, CNBC and BBC World News.

At 310 metres tall, The Shard is Western Europe's tallest building

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