“The Walkie Talkie” – 30 Fenchurch Street Brochure

Land Securities

The Challenge
The most daring of all the Landsec brochures in that (at their request) it was abstract and poetic and let the building and its architect speak for themselves.

What we did
In collaboration with Radford Wallis, a large, diaphanous brochure with simmering layers, with a grandness and mystery to the language… sparse and yet rich and most definitely unapologetically unexplained.

What happened next
The building melted jaguars and fried eggs by focusing the sun’s rays (that wasn’t in the brochure) and caused wind tunnels, but its shape makes it an icon, everyone knows the ‘Walkie-Talkie’. It was fully let, and later fetched the highest price ever for a standalone building, £1.3 bn to the Hong Kong food conglomerate Lee Kum Kee. They’re a food conglomerate. They like fried eggs.

You are a complete star, THANK YOU. Elizabeth Lockwood [Then] Head of marketing, Land Securities, London