Let’s get straight to it. The BeCa is a new London address inspired by The Sterling Mason in TriBeCa, Manhattan. Located on the unpretentious and uncomplicated street that could only be Old Kent Road, it’s part New York style, part New London soul. A red-brick destination where creativity’s moving in with a few hundred tenants.
Much like Bermondsey, Borough, Elephant and Castle and Peckham round the corner, the bustling neighbourhood needs little introduction. For more than 2,000 years, OKR has been connecting the commerce and culture of one of the world’s greatest cities to Europe. It’s older than the Roman Empire, as well-used as The Thames and now, thanks to The BeCa, packing the magnitude of an NYC hotspot.
And just like any good New Yorker, our approach is to tell it as it is. All facts, no fluff, for an audience who’ve got shit to do, this is London by the way of New York — we talk fast, swerve cars and don’t always wait for the light to change. Refreshing stuff in an industry that’s always reimagining living, but never explaining how.
The brand cuts out the ambiguity and ditches all convolution. This is a building with Manhattan character in an area that speaks for itself. The name and logo pay homage to the area which inspires it, while the campaign-style identity captures the directness of NY signage to confidently get you home.
Rebellious fly-postering creates a thread between physical and digital advertising, cleverly recreated as a reveal across social media. The brochure is broken down into a set of parts, guiding you around as easily as the leaflets you pick up down the local. Even the film favours the simple tell over the sales pitch. We put a microphone to the street and let it do its own talking.
If that all seems brash, it’s because it is. Pardon us for not having the time to sit around all day kerning our waffle and blowing smoke up our tuchuses. Now, are you interested or not?
