St. James Quarter, UK – Nuveen 

The brief

St James Quarter is a new retail led, lifestyle district that fully integrates into and enhances Edinburgh’s City Centre providing an inspiring, attractive, and vibrant destination for locals and visitors to live, shop, eat, sleep and play.  St James Quarter will house an enviable line up of  restaurants, cafés, bars, shops, public spaces and leisure venues covering 1.7 million square feet.   


The property opened its first phase in June of 2021 and 3DWD was asked to put together creative concepts to activate some of the units that were not ready to open. 

The Approach

In collaboration with the projects’ marketing agency, 3DWD designed various concepts that either: 

  1. Show the potential of the unit
  2. Activate the unit 
    a – In partnership with local events & brands
    b – Through selfie moments 

These concepts were first sketched and then later designed for production.  

The Outcome

The various concepts were installed by a local partner – creating a mix of various creative hoardings to improve the customer experience. 


Since the opening St. James Quarter has successfully attracted many more, unique brands to open at the scheme which is quickly claiming its place in the heart of Edinburgh