Despite a rich history and iconic landmarks, many people don’t know the whole of St James’s and what it has to offer. It’s more frequently recognised by its collection of diverse neighbourhoods – Jermyn Street, St James’s Square, and Pall Mall, for example — than for the overall area that is St James’s.
As lead B2C creative agency for St James’s London, our role is to placemake the area as a destination and showcase its one of a kind credentials. And today we’re proud to show off the redesigned version of The Correspondent, the publication dedicated to everything that makes St James’s unique.
In approaching the relaunch of The Correspondent, the local publication showcasing St James’s, our brave question was how do we differentiate the area from other well known, areas of London such as Knightsbridge and Mayfair? Our bold answer is to promote its one of a kind offerings – from the area’s rich history, to its new retail offerings, all the way through to how people navigate the area – with a publication that is one of a kind, a unique way to experience an area.
Unlike other publications, The Correspondent is designed to be read from the centre outwards, with a bespoke map of contents guiding you from the west of St James’s to the east. Navigating with a map in the middle, all stories in west part of St James’s are on first half of the issue, all stories in the east part sit in the second half of the issue.
The articles share incredible stories and shops that make the area so exceptional, with a unique scent lacing the pages – a custom-made fragrance from internationally renowned Jermyn Street perfumer Floris – based on the stories of this edition. The bespoke perfume service at Floris allowed us to capture the character of each featured area – from the aroma of the original wooden display cases at New and Lingwood and rich accents of leather from Grenson in Jermyn Street, to the crisp snap of champagne from Aquavit’s afternoon tea.
Now readers can use The Correspondent to create their own journey in an area that is truly one of a kind, with a publication designed to encourage exploration, marked with its own signature scent.