Duet London, a B2B2C and technology communications consultancy, has been selected by Tristan Capital Partners to spearhead the relaunch of Sicilian Avenue, an iconic Grade II-listed pedestrian street in Central London.
Following an extensive restoration, Sicilian Avenue is set to become the social hub of Bloomsbury Quarter, transforming into Holborn’s premier al fresco dining and leisure destination. Ideally located just 90 seconds from Holborn Station, a 7-minute walk from Tottenham Court Road Station, and a short stroll from The British Museum, the revived avenue will offer a vibrant space for visitors and residents alike.
Duet London is executing a comprehensive marcomms strategy, encompassing PR, branding, social media, and B2B2C communications, to firmly establish Sicilian Avenue as a must-visit culinary and social hotspot. Additionally, the agency is collaborating with Knight Frank and P-Three to attract top-tier tenants and reinforce the avenue’s reputation as an iconic pedestrian destination in Central London.
This is the first time that this historical street is being restored and rebranded to specifically provide a dedicated food and beverage destination for Holborn’s currently 70,000 daily visitors – including tourists, office workers, university students and residents.
Book-ended by roman-esque columns with Edwardian architecture, Sicilian Avenue is fully immersed in fascinating pop culture with links to Mahatma Gandhi, Bob Marley and as far back as Virginia Woolf – all of whom shaped postmodern literature, arts, philosophy and culture today. Most recently, Sicilian Avenue was used as filming locations for movie blockbuster Wonder Woman, The Guernsey Literary and Potato Peel Pie Society and Emmy award-winning TV show, Slow Horses.
Alex Melligan, Director, Portfolio & Asset Management, Tristan Capital Partners, comments: ‘Duet London has perfectly captured Sicilian Avenue and we are impressed with the work the team has delivered so far. They are supporting our agents and creating impactful content that is enabling the new brand to identify visitors who crave high quality food and beverage venues in a serene, yet joyful, fun and enriching environment.’
True to Duet London’s core of working with diverse and talented partners, it selected boutique creative agency Bright Island, and website builders, Beluga.
The Sicilian Avenue brand has been sensitively crafted to be embedded perfectly through its B2B2C marcomms, PR and social campaigns. Using a variety of colour with visually beautiful and playful images, the brand enshrines Sicilian Avenue’s rich ‘rebel’ history with today’s consumer’s needs for a serene, clean and calm in-dining and al fresco environment away from the bustle. On its doorstep lies Bloomsbury Square, two iconic 5-star hotels The Rosewood and The Hoxton, and is home to around 20 surrounding university faculties.
Jazz Gandhi, Co-Founder and Director, Duet London, concludes: ‘We were able to creatively distil Tristan Capital Partners’ vision for Sicilian Avenue, delivering it succinctly through messaging, storytelling and visual impact to build a strong B2B2C campaign that engage the right audiences across appropriate touchpoints. Working with brave, forward-thinking clients always helps us to deliver outstanding results – especially ones who haven’t done it this way before. Sometimes, being a little ‘rebellious’ really helps!’
The integrated marcomms, PR and social programme is now live across all channels to establish Sicilian Avenue as one of central London’s primary destinations for food, beverage and socialising. The avenue will launch its first six venues this summer.
