Leeds creative agency to rebrand and market Winston Churchill war office

DS.Emotion, a full service creative and strategic agency established in Leeds, has been tasked with the rebranding and marketing of Arkwright House, a significant Grade II listed office building in Manchester city centre.

Once the northern HQ for strategic war meetings by Winston Churchill during the Second World War, the building is currently undergoing total refurbishment to provide 100,000 sq. ft. of Grade A office accommodation.

During the Second World War, Arkwright House, which was initially designed for the English Sewing Cotton Company in 1937, was used extensively for strategic war meetings and Churchill had his own office and sleeping quarters to use during his visits.

The war room is now located almost directly beneath Revolution bar.

Recently becoming listed for its special architecture and historical significance, Arkwright House is one of few city central office buildings in Manchester to overlook green space with Parsonage Gardens adjacent.

Catalyst Capital, who appointed DS.Emotion for the rebrand, acquired the building for £11m in 2014.

The investor and asset company is now reconfiguring the building to provide large efficient floor-plates to appeal to occupiers from a range of sectors. The proposed scheme has planning approval to increase the available space to 100,000 sq. ft. over ground and seven upper floors including a new ‘penthouse’ level.

DS.Emotion has been appointed to create a new brand positioning and deliver all on and off line marketing materials including virtual tours, a new marketing suite, PR and sponsorship advice throughout the refurbishment and marketing exercise.

Giles Hall at Catalyst Capital said: “DS.Emotion is clearly a specialist in property marketing and we were very impressed with its ‘place making’ principals. The team interpreted the brief well and the proposals were sensitive to the historical values of the building alongside the need to present a 21st century solution for potential prime space occupiers.”

DS.Emotion has delivered successful marketing campaigns for other schemes including Wellington Place Leeds, Thorpe Park Leeds, Brewery Wharf, Carnaby and Portman Village.