Battersea a day nursery. At the Chelsea outlet it produced technical
drawings for approvals and permissions, and a building contractor was chosen. While the build works progressed over a 16 week period, Keen and Able turned their attention to the website and Illustrative style and detailed artwork was produced and colour-ways decided. Copy was scribed and finalised and all aspects of production were overseen and any issues resolved. And the result? Sixty per cent off-plan memberships sold and within two months of opening membership at Chelsea was approaching targets for the first year. The
Battersea outlet has also become a successful kindergarten and is fully subscribed. The Battersea site was effectively turned around by clarifying and rationalising the offer and targeting it to a local customer who wants high quality kindergarten facilities. Chelsea’s success has come about by evolving a timeless and integrated luxury family brand. The Purple Dragon club brand has clear
values and as such is capable of being packaged for implementation internationally across major world centres.
www.keenandable.com
providing continuity as the spaces open out into areas for child play or adult relaxation. The more boisterous play and recording studio areas are housed behind a 2m high wall and in a sound proof booth respectively. Within the restaurant and the imaginarium,
servery counters in white moulded corian provide a subtle backdrop for the display of fresh produce. Newly launched lighting and furniture products were sourced from Chaplins. The key to all of the specification is a careful combination of the unusual and the bespoke, added to the familiar (including Taschen supplying books in the library) to create a luxurious feel. But this is not luxury for the sake of it.
Functional, timeless, hardwearing and capable of being easily updated were also key elements to the design criteria; be it fixtures, fittings and finishes or the integrated entertainment technologies. The spacial experience was summed up
in a graphic map utilised as part of the pre- launch marketing pack which included CGI visuals, joining options, activity timetable and a website describing both the Battersea Kindergarten and Chelsea club offers. At Battersea Keen and Able produced a
technical drawing package and briefed contractors to enable the conversion from the original layout to facilitate the kindergarten facility. The client was very clear that to avoid any form of canabilisation confusion, Chelsea was the family club and
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