A Night at the Theatre: Launching Moda New York Square in Leeds

To unveil Moda’s latest build-to-rent neighbourhood, New York Square, we offered the media a theatrical first look at the new property, whilst celebrating the development of SOYO (South of York road) as the heart of Leeds’ cultural quarter.

The Brief

Inspired by its renowned neighbours Leeds Playhouse, Leeds Conservatoire, BBC, Northern College of Ballet, Yorkshire Dance and the Wardrobe, New York Square is named after the performing arts synergies with Broadway and nearby New York Road. It was our job to showcase Moda New York Square as the heart of Leeds’ cultural quarter, whilst celebrating some of the best food and drink Leeds has to offer.

Our Response

In keeping with the local area, it was essential that raising the curtain on Moda New York Square followed a theatrical theme. We created an exclusive private dining experience, taking place on centre stage at Leeds Playhouse.

This was a first of its kind event, media had never been invited to view the Playhouse from this angle and the evening allowed them to experience the Moda life, whilst soaking up the stunning setting.

Guests were introduced to Moda New York Square by the Moda team who shared the lowdown on the apartments and amenity spaces with iPad’s in place for guests to view the CGI’s. We also projected an exciting teaser video onto the stage, which was played once guests were seated. It was also crucial for us to demonstrate our choice of location - this was achieved through a speech from James Brining, Joint CEO and Artistic Director at Leeds Playhouse.

We showcased some of the best food and drink Leeds has to offer. Guests were treated to a five-course private dining experience from Chef Al Roberto of Simmer Kitchen with matching wine pairings from Latitude Wines.

Alongside the preparation for the event, the team developed strategic media partnerships with local media outlets including Yorkshire Post and The Hoot. Content provided a teaser ‘reveal’ of the show flats and delivered brand awareness before reservations had even opened.

Attendees from key consumer titles and influencers including Yorkshire Post, Leeds List, Leeds Guide and The Hoot
Pieces of coverage secured with a total social reach of over 370K to date
"New York Square’s press launch was the most impactful and impressive Moda press launch to date, and we have the Carousel team to hugely thank for that. Everything from the incredible food and wine pairings to the dressing of the beautiful table, to the smooth running of the event and speeches, was just perfect. The team took the stress away from us and absolutely smashed it from beginning to end. We really did ‘raise the curtain’ on New York Square and I am so excited for more projects to come."
Eleanor Trigwell - Marketing Campaigns Manager, Moda

The Results

Guests gave a standing ovation of feedback following the event, shouting about Moda’s homecoming to Leeds across social media.

Overall the event demonstrated Moda’s passion for showcasing new and independent businesses as well as supporting the arts and Leeds Playhouse.

Moda’s New York Square has received exceptional demand for viewings in its launch week.

Coverage secured with media titles including The Hoot - link to go live. In-depth interviews across Yorkshire Post’s property pages.

Outstanding media feedback, with guests commenting that the showcase was one of the best events they’ve attended (quote below).

Coverage to date includes 17 pieces of coverage with a total reach of over 1.2 million.

"I go to a lot of similar press events both up here in Leeds and in London but this was just so well organised and so relaxed. Wonderful food, wine and company."
Leeds Guide

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