Grosvenor: The Power of Storytelling in Nature-Led Urban Regeneration
International property group Grosvenor commissioned Velvet Green to help tell the story of a major climate-resilient redevelopment in the heart of London.
Located in Mayfair, Grosvenor Square has been transformed into a world-class public green space, introducing around 70,000 new plants, 44 new trees, new wetlands and approximately 80,000 bulbs. Designed to create a natural haven for wildlife and new habitats in the centre of the city, the project responds directly to the impacts of extreme weather and climate change while creating a renewed public space for Londoners. It represents the largest private investment in public green space in the West End for a generation.
Over two years, Velvet Green led the storytelling behind the transformation, producing videos, photography and campaign content throughout the development, from the original launch and thematic explainers to a major photography campaign, TfL advertising and the final reopening video.
Our goal was to make the thinking, people and processes behind the transformation accessible, showcasing how a 350-year-old historic square is being reimagined for a changing climate in a 21st-century megacity.
What we produced
Animation, Explainer Videos, Event Coverage, Stock Photography / TfL Campaign, Launch Film
Our involvement
Leading the storytelling campaign from strategy and ideation through to creative development, scripting, filming, photography and post-production.
Our Work
Launch Piece
An animated announcement piece taking viewers through the Square’s 350-year history and introducing the vision for its redevelopment.
Work: Scripting, Voice Over, Animation.
Kick-Off Event
Photo and video coverage of the project kick-off event, featuring the Mayor of London and Grosvenor’s leadership team for the ceremonial first planting.
Work: Logistics, Photography, Event Highlight Videography, Keynote Recording, Interviews, Same-Day Turnaround for Press Coverage
Thematic Explainers
Cinematic explainer videos exploring a range of themes around the development, from growing the plants at the nursery to sustainable drainage, community engagement and planting. The series gives audiences a deeper look at the thinking and processes behind a development of this scale, while creating long-shelf-life content that continues to communicate Grosvenor’s values and approach beyond the project itself.
Work: Logistics, Mood Boarding and Creative Research, Full Scripting, Filming, Interviews, Post-Production, Delivery for Web and Social
Stock Photography
A multi-day, high-end stock photography campaign shot across different locations and times of day, creating a versatile image library for use across digital and print. From landing pages and social media to printed brochures, banners and wider campaign materials, the photography was designed to give Grosvenor a consistent visual language for the newly transformed Square.
Work: Creative Direction, Shot Planning, Photography, Production, Retouching, Delivery for Digital and Print
TFL Campaign
Production of a major TfL campaign featuring a full-scale tunnel wraparound composition, alongside supporting video and animation shown across Oxford Circus, Bond Street and Green Park stations. The complete campaign was produced and delivered within one working week.
Work: Campaign Production, Creative Adaptation, Large-Format Artwork, Video Editing, Animation, Delivery for Digital and Print
Launch Film
A hero launch film supporting the reopening of Grosvenor Square, shot across multiple production days and bringing together local leaders to welcome audiences back to the Square. Featuring local businesses, including luxury hotels and restaurants, alongside the Duke of Westminster, the Italian Ambassador to the UK and Sadiq Khan, the film serves as the primary piece showcasing the redevelopment and the people connected to it.
Work: Creative Direction, Scripting, Production, Multi-Day Filming, Interviews, Post-Production, Delivery for Web and Social
Outcome
The campaign was received strongly both externally and across Grosvenor internally, giving a large organisation a clear and engaging way to share the significance of the project with its own people as well as wider audiences.
Beyond the reopening itself, the videos helped visualise Grosvenor’s wider commitment to sustainability and community impact, creating content that directly reflects the values through which the organisation defines itself.
The project also created a substantial library of long-shelf-life video and photography content that can continue to communicate the thinking, values and processes behind Grosvenor Square well beyond its reopening, while supporting future campaigns, communications and stakeholder engagement.
