From concept to completion, we were brought on board by Waterside Places to alter the perception of a once-neglected part of Leeds. With our help, the goal was to breathe life back into the waterfront setting around the historic Granary Wharf, presenting its potential as a desirable, thriving place for independent businesses to locate and people to consider living. For Granary Wharf to become a celebrated success story for Waterside Places, it had to first be reimagined.
This project was about more than positive press coverage. We started by changing people’s minds about the area, developing a strong stakeholder strategy that targeted everyone from local authorities to prospective residents and food and drink business tenants.
We sparked interest and excitement around the development by managing several events and ensuring Granary Wharf was involved in the Leeds Waterfront Festival. Our creative team went above and beyond, developing the concept of a rooftop garden (before it was cool) on top of Candle House – the first time that Granary Wharf had a view across the city. Working closely with the residential sales teams, we ensured the new perception of the area translated into real, commercial success in the form of homebuying enquiries.
Yes, we secured over 250 pieces of stand-out coverage for the development, including national recognition in The Financial Times and Guardian, but this was all part of a wider shift in narrative. Today, Granary Wharf is celebrated as a multi-award-winning destination and a city landmark. By demonstrating Waterside Places’ vision for the area, we made it happen: a vibrant, established community in the heart of Leeds.
“Ten years since it was developed, everyone in Leeds knows Granary Wharf and it is a thriving destination where people want to be. This is testament to the long-term planning and placemaking strategy that Animo PR developed. They wanted our residents and commercial partners to understand our objectives without us walking around holding signs above our heads.
To date, Granary Wharf has been my greatest professional achievement, hugely helped along the way by Anita and her team.”