FEC: LAUNCHING LONDON’S NEWEST SKYSCRAPER IN CANARY WHARF

Public Relations/Launch Event/National/International/Media Liaison/Social Media

The sky really was the limit when Elevate PR was briefed to launch Far East Consortium’s (FEC) latest flagship development – a 65 storey residential skyscraper which will sit proudly between Canary Wharf and the Isle of Dogs and is anticipated to become the 3rd tallest residential tower in docklands once complete in 2023.   

Not only was our PR brief focussed on helping to drive sales of the remarkable collection of studio, one, two and three-bedroom apartments, located within Aspen – the tower at the centre of the development, but we were also tasked with creating a new destination through the placemaking of Aspen at Consort Place.  

A key challenge of the brief was getting media and influencers to take a fresh look at Canary Wharf and recognised that a new generation of developments were breaking ground in this part of East London. Our core focus in all communications was to shift the assumption that Canary Wharf is a place to work with a transient population. The focus of our media strategy explained how Aspen at Consort Place has been designed for modern lifestyles and will offer the types of services and amenities that will enhance the way we live in the 21st century - in a way that is accessible for all. 

We achieved this through the use of the scheme’s enigmatic architect, Fred Pilbrow of Pilbrow and Partners who was able to explain the concept of the building’s unique design - where the curvature of the two towers at Consort Place is designed to maximise the development’s outstanding views of the River Thames. We also drew on the expertise of the interior designers at Aspen, HBA Residential.  

At our launch event – on the 39th floor of the Novotel in Canary Wharf, a huge number of buyers were thrilled to meet the architect and design team, to see exclusive new images of CGIs of the development and hear first-hand about FEC’s commitment to enhance the areas East End roots with a new public realm where communities can thrive.