What we were asked to do
White Label, through its CSR arm Develop Croydon, had identified the need for a marketing suite to promote the interests of Croydon during this period of unprecedented development in the metropolitan centre. We enlisted the support of the Croydon Partnership, the joint venture between Westfield and Hammerson, to set up the suite as a meanwhile use in the Whitgift Tower, part of the existing Whitgift Shopping Centre which will be demolished in 2017 to make way for a new £1.4billion retail and leisure-led regeneration programme.
How we did it
We gathered marketing materials for Croydon, including the latest plans for the Croydon Partnership's regeneration and brought them together under one roof in the marketing suite, which offers panoramic views of Croydon. We hosted an event managed a launch for The View, bringing together the town's leading developers and key players from within the borough.
White Label is maximising the benefits of The View by making the suite available for use by Develop Croydon members and other parties interested in showcasing the development taking place in Croydon. We have also hosted a number of events there including a launch event for Croydon Heritage Festival and an Develop Croydon Forum meeting and The View will act as one of the venues for the Develop Croydon Conference in November 2016.
Other potential venues to house the marketing suite after the Whitgift Tower 'meanwhile use' has expired are currently being investigated to allow the initiative to continue in the years ahead.