While in St. Petersburg they’re debating whether fences should be blue or gray, in London, they’re different. The culture of British development lies in the brand’s communication with the audience even around the construction site, not just in the sales office.

Temporary pedestrian tunnels near construction sites are not made of metal fences with barbed wire and wooden walkways, where you feel the instability of the world as you walk. Instead, barriers are used for marketing purposes and made from high-quality, durable, and often expensive materials. Glossy plastic facades around a building under construction, even if it’s not an elite one, are the norm.

Designer lighting in a tunnel near a construction site—such an office wouldn’t even look like this. If a temporary structure is done like this, just imagine the level of quality awaiting future residents.

If it’s aesthetics, it’s not just in the sales department lounge. If it’s care, it’s not only for the clients but for society as a whole, including random pedestrians who might not be future buyers of luxury real estate. Care extends even to our smaller brothers, if the animal-friendly concept aligns with the company’s values.

Help the audience recognize the very building from the ad on the construction site—brand the area by actively using your corporate style. In Russia, "construction branding" often boils down to the logo of a residential complex, but in reality, it’s about colors, fonts, layout principles, and tone. The fence is a large structure, and here you have plenty of space to get creative.

Use visual techniques that are characteristic of your brand and resonate with your target audience. Is a creative cluster being built? The information should be presented less formally, with possible experiments in formats. For example, a contemporary art gallery—right on the fence of the future art center.

Craft materials, unusual design, playing with the urban environment—perfect for the future design district of London.

The fence is a huge and almost free communication surface. What can you tell on it, aside from the concept of the future building?
About safe construction standards, the company’s values, its contribution to society, care for employees and the environment. About what the target audience wants to know—there’s never too much information.

What to tell the public institution about? Tell the community about the history of the neighbourhood, which the citizens are proud of - interesting for tourists, pleasant for natives.

The construction of the metro is an inconvenience to everyone - that is if you don't tell them what to put up with them for, what changes await its users.

Not only fences, but also any structures on the facade or shop window during renovation or relocation are the face of the company and an opportunity to communicate with the audience.

Another function of the fence is temporary navigation, for which the residents will thank you, and you, as a trespasser in the area, simply have to provide it.

Note the name of the sales office - marketing suite, ladies and gentlemen!

Fence as art - there is something to aspire to.