Bringing the heart
Creating a fresh new story for Cathedral Square
Our initial challenge was finding the perfect balance between legacy and transformation. We needed to embrace the public’s nostalgia towards the original department store, but also signal change and educate businesses and tenants on the new mixed-use development. Together, we crafted a framework and brand narrative that helped shift Clerys from retail store to city-centre destination.
We renamed the space to Clerys Quarter, signalling the new opportunities and experiences to be found within this landmark location. Then, to bring forward the multipurpose element of the development, we crafted independent names and identities for component part. Each bring their own personality and unique offering but add to the same story—found at the beating heart of Dublin’s activity.
We produced a targeted four–phase communications strategy, that helped to introduce and showcase the refreshed story in the lead up to the reopening. From the initial announcement through to the ultimate opening, we identified moments for Clerys Quarter to generate awareness with potential tenants and the wider public—across OOH advertising, video content, national press coverage and social media activations.