Leaving a signature: Q&A with Greenspace and Vabel

London-based design consultancy Greenspace has completed a comprehensive brand and strategy programme for integrated developer-and-design studio Vabel. The sequential project introduces a refreshed corporate masterbrand alongside a dedicated identity for Vabel Townhouse, a prominent residential development in Queensway, Bayswater.

We interviewed Adrian Caddy, founder and chief executive of Greenspace, and Jeremy Spencer, managing director and co-founder of Vabel, about the project and leaving their design signature in the heart of London.

Shifting focus from square footage to spatial experience

Adrian Caddy, founder and chief executive of Greenspace: I think it starts by recognising that people don’t actually experience square footage. They experience mornings, evenings, conversations, routines and rituals. The value of a home isn’t measured by the size of the rooms, but by how those spaces, as well as the quality and vibe of the surrounding neighbourhood, make everyday life feel.

For us, the Vabel brand wasn’t about creating a new identity and then applying it to the business. It was about uncovering an operating philosophy that already existed inside Vabel. We spent time understanding how they make decisions, how they design homes and what consistently sets them apart. What emerged was The Vabel Way of Life – the belief that architecture, design, curation and service should quietly improve daily living through thoughtful planning, natural flow and enduring design.

Jeremy Spencer, managing director and co-founder of Vabel: I think we need to change the question slightly, as it wasn’t really about changing perceptions – this has always been the Vabel approach. The challenge that Greenspace had was to articulate more clearly who we already are. The fundamental difference is that Vabel has never been a traditional property developer. Our model is unique because we integrate architecture, design and construction entirely in-house. That means we’re able to approach every project holistically, with everyone working towards the same vision. Creativity isn’t layered on at the end; it’s embedded throughout the entire process.

Redefining urban legacy through participation

Adrian Caddy: For a long time, prestige in residential development was associated with exclusivity. The assumption was that value came from separating yourself from the surrounding city; words like ‘escape’ and ‘elevate’ feature a lot. Increasingly, we’re seeing the opposite. People still value quality and craftsmanship, but they also want to feel belonging to the places they live.

Vabel Townhouse reflects that reality. Its architecture doesn’t try to become an isolated object; it strengthens the street, contributes to Queensway’s wider regeneration and encourages interaction with the neighbourhood beyond its front door. The idea of creating new legacy is really about recognising that legacy isn’t inherited through an address. It’s created through participation. Residents become part of the continuing story of a place rather than simply purchasing its history.

Jeremy Spencer: Queensway is at a pivotal moment, so buying here is about more than purchasing a home. It requires a belief in the area’s future potential and a willingness to be part of its evolution. The people who choose to live here aren’t simply investing in property: they’re actively participating in the next chapter of the neighbourhood.

Architecture has an important role to play in that transformation. But looking forward also means looking back. At Vabel, we believe the best new buildings draw inspiration from their surroundings, respecting the area’s history and character while responding to the way people want to live today. Vabel Townhouse is a thoughtful reinterpretation of the Victorian mansion block, a typology that defines many of the neighbouring streets.

Architectural graphic devices and understated identity

Adrian Caddy: The best identity systems behave more like architecture than advertising. They organise information, create rhythm and provide orientation without constantly demanding attention. The Way began as a simple expression of the Vabel philosophy, the idea that good design should naturally guide people through space.

Visually, it became a flexible device that links content, frames information and subtly directs movement across digital interfaces, printed material and physical environments. Similarly, the monogram wasn’t designed as a decorative logo. It references pinpoint craftsmanship and permanence, qualities that sit at the heart of the Vabel brand, while remaining understated enough to reveal itself gradually across different touchpoints.

The next decade of design-led development

Adrian Caddy: We are transitioning from an era of ownership to an era of authorship. Historically, luxury was communicated through scarcity, specification and status. Increasingly it’s being defined by experience, meaning and contribution. People want homes that reflect their values as much as their wealth.

Over the next decade I think we’ll see successful developers thinking less like housebuilders and more like long-term custodians of place. Their responsibility won’t end when construction finishes; it will include helping neighbourhoods develop identity, culture and economic resilience over many years. That’s where design becomes strategic rather than decorative.

Jeremy Spencer: For us, creating great places to live doesn’t begin and end at the front door of an apartment. A truly exceptional living experience is shaped by the wider neighbourhood – the streets, public spaces, local amenities and the everyday interactions that make an area feel welcoming and vibrant. Buyers today have higher expectations than ever before.

A beautifully designed home is no longer enough; people are investing in a lifestyle and a neighbourhood, not just an apartment. Increasingly, the most successful developers are those who look beyond the boundaries of their own sites and invest in making the wider area better for residents, for local businesses and for the community as a whole.

Navigating collaboration between design peers

Adrian Caddy: Those are often our favourite collaborations, working with architects and designers, because the conversation moves beyond aesthetics very quickly. Design-literate clients don’t need convincing that design matters; they’re interested in how design can solve business challenges, shape behaviour and create long-term value. That allows us to spend more time discussing strategy, positioning and experience rather than subjective questions of taste.

Our role isn’t to replace an in-house creative team. It’s to provide an external perspective, challenge assumptions and connect disciplines that often sit separately: brand strategy, architecture, customer experience, digital, placemaking and communications. With Vabel, there was a genuine exchange of ideas throughout the process. Their team brought an exceptional understanding of architecture and detail, and we brought a structured strategic methodology and an outside perspective on brand, culture and experience.

Established in 2009, Vabel manages architecture, interior design, and construction entirely in-house. The new creative direction marks an effort to articulate this integrated approach to central London audiences.

Greenspace is a creative consultancy that combines the power of good design with storytelling to create brand, digital and experiential communications.