Reed was previously director and co-founder of agency House of Experience, part of Big Cat Group, where he worked with brands such as John Lewis, Transferwise and Dreamworks. Reed will be responsible for helping brands creates immersive experiences at the new innovative quarter in the London Borough of Newham.
Simon Webster, Silvertown Partnership’s managing partner, said: "We are very happy to welcome Ben to our team. East London and now Silvertown is the new destination for energy and excitement, where businesses small and large can grow.
"Ben’s background in experiential brand campaigns means he understands how to create the types of experiences the consumers of today and tomorrow want and expect."
The Silvertown Partnership, a consortium consisting of Chelsfield Properties Ltd, First Base Ltd and Macquarie Capital, is currently transforming a 62-acre site in the Royal Docks into a new destination for global brands. The first businesses are due to move in throughout 2017 and are expected to create 21,000 new jobs, while 3,000 new homes will also be built on the site.
Reed said: "The unparalleled depth of engagement and consumer dwell time offered by brand experiences has meant that the brand environment has taken on a greater significance, providing spaces for interactivity, learning opportunities and sharing. This huge emphasis on brands to encourage consumers to experience their products and services, has led to a shortage of spaces in which to house impactful brand experiences, particularly in London.
"Silvertown will be the capital’s new beacon for commerce and creativity, providing businesses with unique and affordable brand hubs to immerse a consumer into their values and become more consumer facing."
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