Film House, Soho
A pre-launch content series for Hines — telling the story of one of Soho's most characterful commercial schemes while it was still taking shape.
Film House sits in the heart of Soho — a redevelopment with real heritage and a serious commercial future. Hines needed the market to understand the scheme long before the doors opened: the design thinking, the quality of the build and the experience it would offer the people who'd work there.
The brief
Tell the story of Film House to the audience that matters — occupiers, agents and the wider Soho market — and do it while the scheme was still being realised. Not a single launch film, but a series of pieces that each did a distinct job: setting out the vision, showcasing the architecture, and bringing the amenity offer to life.
The approach
We built the work as a content series rather than a one-off. Filming across the scheme, we captured the concept, the craft and the detail — then shaped it into focused films designed to be released and shared in the run-up to launch, keeping Film House visible and building familiarity with the people deciding where to take space.
Six chapters, one scheme
Cracking the Concept
The vision film — the thinking behind the scheme and the story Film House sets out to tell.
Architect Design
A closer look at the architecture and design intent — material, light and detail.
Refit & Gym
The amenity story — the refit and the wellbeing offer that lands with occupiers.
History
The heritage of the building and the Soho story it carries into its next chapter.
A Day in the Life
What a day at Film House actually feels like — the experience of working in the building.
In Good Company
The people and businesses that make the building — the community Film House was built for.
The entire building, let to Microsoft
We told the story of the building for months before launch, so the market arrived warm. The scheme went on to let the entire eight-storey building to Microsoft's UK AI teams — a landmark deal covered by The Times, the BBC and CoStar.
Credits
- Client
- Hines
- Scheme
- Film House, Soho
- Producer, Director & Cinematographer
- Mike Wilde
- Production
- GuestHouse Media
Building something worth following?
If you've got a scheme in the ground, let's tell its story before launch — not after.