Hotel Properties Group (HPL) Ltd appointed Kallaway to launch Paddington Square – a major new architectural development in London designed by Renzo Piano, creating new offices, retail and F&B, as well as a public realm.
The challenge for Paddington Square is that it sits right outside Paddington Station, a place of hubbub and movement, as millions of people move in and out of the station each month.
Paddington Square provides a new world-class welcome to London for everyone arriving at the station. To succeed, it needs to encourage people to stop and spend time there, doing so in a way which amplifies its distinction from the station and drives engagement, even within a fast-moving environment.
Our campaign started before tenants moved into the retail and office spaces. We created a launch moment for the destination which secured coverage across the national press. Our trade campaign helped secure tenants by delivering coverage across the property, architecture and retail press.
We built relevance through the creation of a distinct campaign position for Paddington Square: ‘The Elevated Urban Pause’ - encouraging commuters, tourists and local audiences alike to stop and enjoy the space.
All communications followed this approach. Paddington Square’s social media content has a clear and refined aesthetic drawing on the destination’s assets and public realm, whilst also supporting its retailers through thoughtfully curated monthly themes and promotional activity.
On-site activations reflect the positioning. For example, rather than an obvious activation for Valentine’s Day, we created a three-day residence for Instagram poetess Olivia Dodd, who wrote and gifted bespoke poems to shoppers and commuters. This activation secured more than 500,000 views and 30,0000 engagements on Instagram.
Our influencer activity with leading F&B and London lifestyle content creators has further enhanced Paddington Square’s digital footprint, reaching over two million followers in the past 12 months.
Activations like this and others have driven increased demand, supporting a 90% rise in footfall to Paddington Square from December 2025 to February 2026.
| 184+ | Media Stories |
| 13m+ | Opportunities to see Paddington Square coverage |
| 700% | Increase in Instagram views over five months |
“Kallaway has delivered great work across our marketing and communications and we’re making real progress as a new destination. The team is insightful, creative and proactive – they have become a first-class partner for Paddington Square.”
Justin Brand
Asset Director
Hotel Properties Ltd
