The Shard

Global Attention for The Shard

Global attention for The Shard.

The Shard would become the most enigmatic new building to be built in London for decades. The visionary project, designed by architect Renzo Piano, is currently Europe’s tallest building at 72 storeys and over 1,000 ft.

Sellar wanted Uniform to develop a series of communications to promote the project globally, ensure investor interest in the economic downturn and engage with stakeholders and the local community.

Uniform had to think holistically about communications - connecting different messages with one clear vision, ensuring that stakeholders understood the project’s different stages and were continually informed of progress, so they remained advocates throughout the building works. Messages were created for planners, local residents and businesses, as well as investors, transport providers and retailers.

A high quality film became the pinnacle of the project, with Uniform directing the shoot across the Thames, as well as the creation of the architectural visualisations. The film generated unprecedented levels of international coverage, including CNN, CNBC and BBC World News, which was then redistributed virally. 

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