Princes Square:
Princes Square After Hours Campaign

Princes Square is an institution in Glasgow. A former merchant square, constructed from blonde sandstone in 1841, it was named ‘Scotland’s Favourite Building’ in 2016. It’s a shopping destination unlike any other in Scotland.

Nestled within Glasgow’s ‘Style Mile’ on Buchanan Street, it’s long been known for its luxury stores, lively restaurants and bars. Now, with the arrival of Everyman boutique cinema, it offers the perfect night out, all under one elegant roof.

Maguires were tasked with creating awareness of Princes Square as a great destination for a night out – and not solely a premier shopping destination.

We created the ‘After Hours by Princes Square’ campaign, showcasing the energy and vibrancy of a night out in Princes Square.

To keep the campaign look-and-feel representative of the Glasgow scene, we worked closely with Sassoons Hair Salon in Princes Square, who helped us source and style our real-life models – with many selected from the luxury boutiques within Princes Square itself.

The focus of the outdoor advertising campaign is primarily on individual models, giving four ‘hero’ posters – each shot in a different environment to highlight the full offering of a night out at Princes Square.

Inspired by the bright pastel hues of the colour-changing neon lights found throughout the entrance-ways of Princes Square, the art direction of the campaign featured a similar range of bold colours and neon backdrops to create a sophisticated nightlife look.

We also shot an accompanying promotional film to help bring the campaign to life on Princes Square’s social channels.