Tobacco Dock London. Al Mubarakia Group




Hospitality, Travel & Leisure and Professional Services

Skills & services category

Brand Research & Analysis, Brand Strategy, Brand Narrative & Verbal Identity, Brand Journey & Brand Interaction, Brand Corporate Design, Brand Digital Design & Management, Brand Communication & Content, Brand Environment, Brand Implementation and Brand Launch.

Creating historic London’s newest space

Tobacco Dock London brand creation


Built in the early 19th Century in East London’s historic docklands area as a secure bonded warehouse for the receipt and storage of tobacco from the New World, Tobacco Dock was designed to offer complete security for precious and highly desirable goods.


Its new owners are developing this incredible space (comprising over 16,000m2 over two floors) to create London’s newest and most flexible conference and exhibition facility. Tobacco Dock has its own outdoor, quayside space and offers ultimate accessibility and parking facilities for over 800 cars.
The whole space can accommodate over 3000 guests but the variety of spaces, including dramatic basement vaults and atria, provides the perfect setting for parties, club nights, celebrations, conferences and exhibitions.  The ambition was to relaunch Tobacco Dock as a top ten venue of choice for the UK’s conference and meetings industry.


We studied the competition, potential customers and the role of brand in making informed value-based venue choices. Working with Tobacco Dock’s engaging history and dramatic setting Interact positioned the destination as ‘Historic London’s Newest Space’ and developed a single-minded, powerful and memorable visual and verbal identity to bring this to life across key touchpoints including: new corporate identity, logo-suite, digital, sales & marketing materials, presentations, photography, exhibitions stands, wayfinding & signage, advertising, a full suite of corporate stationery and the design and production of the new website.


Interact launched the brand in May 2012 with the new website and a targeted marketing programme focused on an industry launch event attended by 500 professionals.  The business exceeded its 2012 targets and is on track to do the same in 2013.

Tobacco DockTobacco DockTobacco DockTobacco Dock