Apple, Burberry, Nike targeted by London's £1.5bn 'global brands centre'

Silvertown Quays: an impression of the proposed global brands centre
Silvertown Quays: an impression of the proposed global brands centre

Boris Johnson, London's mayor, has agreed a £1.5bn deal to redevelop Silvertown Quays in the capital's Docklands area and turn it into the world's first "global brands centre".

At the heart of the 4.2m sq ft scheme will be an avenue of up to two dozen "brand pavilions", modelled on venues such as BMW World in Munich and the Siemens Crystal in London.

Developer Silvertown Partnership said that 12 of these pavilions will be built in the 1m sq ft first phase of development, alongside residential homes, restaurants, cafés and leisure facilities.

The brand pavilions will be marketed to leading companies such as Apple, Burberry and Nike, as a means of engaging with consumers and addressing the trend for browsing and trying out new products before buying online.

Elliot Lipton, managing director of First Base, which forms one half of the Silvertown Partnership together with Chelsfield Properties, said the development would "allow global brands to showcase their products" and influence the online spending decisions of customers.

He said: "Stand-alone brand pavilions have been built for the last decade around the world, but this will be the first time that a brand park has been developed. Brands are constantly seeking flexible, large-scale and accessible spaces to develop high-brand value encounters with their audiences.

"These pavilions will also allow global brands to influence the online spending decisions of consumers, which will be worth up to a total value of £221bn by 2016."

The Silvertown Partnership hopes to replicate the success of retail sites such as Apple's flagship store on Regent Street and NikeTown on Oxford Street all in a single, accessible location.

Existing transport links include the Jubilee line, Docklands Light Railway and London City Airport, while express services to the City (10 mins) and the West End (17 mins) will be available from 2018, with the opening of the nearby Crossrail station.

Silvertown Quays sits on a 50-acre waterside site on the south side of the dock, opposite the Excel, on land owned by the Greater London Authority. Work is expected to start on the site in 2014/15, with the first tenants moving in by 2017.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers