The Cadogan Estate Challenge

A film by second year Fashion Photography students Emma Breschi, Paulina Jurkeviciute and Rui Ding, who took part in the Cadogan Challenge.

Nine teams of students from second year BA (Hons) Fashion Photography, BA (Hons) Creative Direction for Fashion, BA (Hons) Fashion Journalism, and BA (Hons) Fashion PR and Communications collaborated on a nine week project with Cadogan.

The challenge

The brief was to look at The Cadogan Estate, property owned by the family of Earl Cadogan in Chelsea, and consider how to bring the estate alive for a modern fashion audience across a diverse age and culture range.

Students were asked to look at creative communication to visually and verbally capture the heritage, architectural beauty and retail offer in a contemporary manner to inspire and drive today's luxury shopper. 

The idea was to link heritage to modernity, and vintage to the avant garde.

They considered questions such as...

  • How might Chelsea get more fashion 'buzz'?
  • How might a new architectural building - or an established heritage site, get more flagship destination recognition?

The process

The interaction with Cadogan included interim presentations and feedback, then final presentations at Cadogan Hall, where each team had nine minutes to present their finessed proposals. Afterwards, the clients gave everyone a bottle of champagne to show their gratitude for our hard work.

What the students said

My team focused on the King’s Road and our proposed ideas sought to bring back the artistic spirit that the road and area once had. 

One of those ideas involved the renovation of street furniture (benches, lighting, bus stops, bins etc) through local/international artist commission. With this, we referenced Rodeo Drive’s chandelier street lighting and how this affects consumer experience.

Jamal George-Sharpe, BA (Hons) Fashion Journalism

The Results

Presentations were wide ranging, from street style Vox Pop insta films to a zen focused chill out space for weary shoppers, and even a new elegant Chelsea chocolate brand, complete with a full range of packaging.

Another team focused on the King’s Road and the idea of bringing back the artistic spirit that the road and area once had. They looked at the renovation of street furniture (benches, lighting, bus stops, bins etc) and referenced Rodeo Drive’s chandelier street lighting and how this affects the consumer experience.

So next time you visit SW3 keep any eye out for some of our students’ inspirational thinking!