In October 2022, Knightsbridge Partnership commissioned SHOW to create editorial support for the Business Improvement District (BID) – a collective of local businesses who invest to improve the Knightsbridge area.
The project includes ongoing website, email and social media strategy work to align with the objectives of the BID. This involves creating monthly SEO-optimised journal articles, a supporting newsletter to a dedicated database of subscribers – and social content for the Knightsbridge London Instagram account, as well as directing and conducting a series of photoshoots with editorial, reportage photographer Peter Flude.
In 2023, SHOW also worked with Knightsbridge Partnership to create a newspaper that sought to bring the most successful content from the online magazine and social media to life in print form.
Since launch, we have also produced a programme of successful events for The Knightsbridge Edit Live – a series of interactive panel talks, held at key Knightsbridge locations in association with BID members, to engage audiences and highlight the area’s importance in the luxury realm. This included a talk with Walpole CEO Helen Brocklebank and a panel of her ‘Brands of Tomorrow’ at Harvey Nichols, and a panel discussion with former Top Gear presenter Jason Barlow at the flagship Alpha Tauri store in Brompton Road.
We continue to evolve our marketing and editorial strategy for Knightsbridge Partnership to enhance the focus on key BID members and improve awareness for all that the SW1 area of London has to offer.
Secret Trips isn’t just a travel magazine. It’s a stylish portal to anything and everything you could want to know about a place – what to see, where to stay, what to wear, where to eat, and how to live like a local. It’s powered by recommendations from a collective of travel obsessives who seriously know their stuff – from writers and photographers to designers and stylists.
SHOW was approached by Secret Trips to create the brand’s channels, and now manages the website, social media and print magazine. This includes:
- Commissioning and editing content for the website, social media and print magazine
- Producing the quarterly print magazine from concept to publication and distribution
- Managing ad sales for the print magazine and digital channels
- Producing the quarterly print magazine from concept to completion
- Social media strategy and management
The printed Secret Trips magazine is released four times a year, with 15,000 copies available through a number of brands, on the newsstand in London, New York and LA, Eurostar and airline lounges, plus selected hotels.
SHOW works with Eastnor Castle, a luxury 5,000-acre estate and private-hire venue located in Herefordshire, to establish a strong brand image and digital presence through newsletter, website redesign, journal content and social media management.
With the help of illustrator and designer Peter Horridge, we developed a strong visual identity for the brand through a new logo and web design that helped create a sense of contemporary opulence in reflection of the castle’s history and character. Rebranding Eastnor Castle on Instagram, we strategised, directed and produced still-life photography, as well as capturing video content, to engage followers and increase reach.
Using digital communications including newsletters, online journal articles and social platforms, we created a distinctive voice for the castle, conceiving editorial strands that speak to its brand values: Eastnor in Objects, The Local, The Team, Eastnor with Love and Salon Eastnor.
SHOW was asked by British fragrance house Aja Botanicals, founded by model Tilly Wood, to create a brand identity and establish a digital presence for the luxury startup.
Providing a 360-degree marketing service, we developed a strong visual identity for the brand, including logo design, web design, newsletter design and illustrated packaging by artist Chiara Perano to create a beautifully contemporary look that aligns with Aja Botanicals’ design-centric philosophy. We also established an authentic and emotive tone of voice for the label, carried throughout the copywriting for the website.
To build the universe of Aja Botanicals, we produced and uploaded monthly journal content, commissioning expert writers, as well as writing in-house, to create editorial features that inspired readers and explored the bohemian spirit of the brand. This was amplified by monthly newsletters, encouraging e-commerce purchases and establishing Aja Botanicals as a soulful and wellness-oriented voice in the fragrance industry.
Setting up Aja Botanicals across social media platforms, we directed and produced still-life photography, as well as capturing video content to engage followers and increase reach. Posting across Instagram, Facebook and YouTube, we also produced a short-film series, Scent Stories, in which founder Tilly Wood and high-profile celebrity guests discussed their favourite olfactory memories.
SHOW works with luxury Italian menswear label Corneliani to establish a 360-degree digital presence.
Here, we have created a distinct aesthetic identity through seasonal campaign imagery and video, each art directed and produced in-house. Taking the helm of the brand’s social media platforms, we strategically piece these together across Instagram, Facebook, a newsletter and the website to enliven a traditional tailoring heritage with a wholly contemporary feel.
Increasing engagement month-on-month, we have defined an authoritative voice in the luxury fashion space, conceiving four editorial strands that speak to the Corneliani man and the world in which they aspire to be part of: Corneliani Loves, Corneliani’s Italy, Corneliani Style Legends and Travel Jacket. Scheduling, commissioning and writing innovative and inspiring content based on in-depth social analysis, our journalistic expertise is highlighted in full on the label’s online journal, where bespoke features create a synergy across Corneliani’s digital landscape.
SHOW was asked by Thomas Pink to reposition the shirtmaker as it relaunched and established an e-commerce presence.
From pre-launch to on-going content, SHOW provides a comprehensive full-service marketing role working with the Thomas Pink team. Through digital communications including newsletters, website journal articles and social media, we have created a distinctive voice for the brand in its sector.
This is underpinned by a strong visual identity, also expressed through regular product photoshoots as well as larger marketing campaigns, bringing in both real-life personalities and celebrities. Recently we executed a campaign with Peaky Blinders star Harry Kirton, and shot by fashion photographer Pelle Crépin, placing a focus on the white shirt, seen across London on both Routemaster buses and key billboards.
SHOW was asked by property manager Cadogan to rebrand and redesign the website for Sloane Street, one of the world’s most luxurious shopping streets.
We created a new brand position and visual language to represent the Sloane Street brand that is at once elegant and vibrant, exciting and modern, but with nods to tradition. SHOW then developed a beautiful and dynamic new website for Sloane Street. We worked with leading illustrator Cynthia Kittler to create a collection of beautiful and fun new illustrations to bring Sloane Street to life online. And we worked with celebrated photographer James Harvey-Kelly to create a set of placemaking images that capture the fashion, sophistication and energy of the street.
These images were used across the website, social media and for an advertising campaign, as well as in national press coverage about Sloane Street. SHOW continues to work with Cadogan on monthly content about Sloane Street, its people and brands, and activities in the local area.
SHOW works with OMEGA on visual campaigns for the watch brand’s digital platforms. We art directed and produced the first lifestyle shoots that OMEGA has ever commissioned. This resulted in unprecedented levels of engagement on the brand’s Instagram. We also worked with 3D artist Andreas Wannerstedt on a series of motion graphic animations for OMEGA’s Precision In Motion campaign.
Brummell magazine is ‘The little black book for the City’, a luxury lifestyle magazine owned by SHOW and read by a highly targeted audience of men and women who work in London’s financial industry. Brummell is distributed direct to partner banks and other financial institutions, as well as private members’ clubs, and airport and Eurostar lounges.
In Brummell, the worlds of luxury goods, fashion and style, travel, art, motoring, fine dining and drink converge with high finance, bridging the gap between business and leisure and always presented from the unique perspective of the City professional.
Brummell also exists on digital platforms including brummellmagazine.co.uk, a monthly e-zine, which is sent to 5,000 database members, and on Instagram.
SHOW worked with Selfridges to create its 2017 Christmas Book Of Wonder on art direction, editorial and design. The book was distributed in Selfridges stores across the UK and with The Times on Saturday.
A visual celebration of the iconic London store’s ‘With Love From…’ Christmas campaign, the Book Of Wonder was one of our most ambitious photography projects to date. We created six festive worlds to showcase some of Selfridges’ most exclusive and luxurious gifts, working with multiple creative teams of stylists and photographers, including Olivia Jeczmyk, Aliki Kirmitsi, Pelle Crepin, Stuart Williamson, Emma Todd, Kerry Hughes, Baker & Evans, Anna Lomax, Andy Barter and Lou Blackshaw.
Calling on our roster of star writers, there are contributions from Hannah Betts, Maria Doulton, Simon de Burton and Pandora Sykes, and an insightful and inspiring ‘Selfridges Meets’ Q&A with artist Kate Daudy.
