King’s Cross is expanding its international reach with the launch of new marketing channels for China on Weibo and WeChat, to complement its comprehensive Chinese website coaldropsyard.cn. A new animation, created in collaboration with Central St Martins alumnus Yukai Du, has also been launched.
The 67-acre neighbourhood around the famous station is home to Coal Drops Yard, which was originally established in 1850 to handle the eight million tonnes of coal delivered to the capital each year. The area was reopened in October 2018 as a vibrant shopping and dining destination interwoven with the surviving Victorian structures and ironworks.
Visitors can enjoy a unique mix of established and emerging fashion, art, culture and beauty brands in over 50 stores, along with cafes, bars, and independent restaurants. The area is surrounded by beautifully designed public spaces including Granary Square with its iconic fountains, 26 acres of parks, walks and Regent’s canal.
The new channels introduces the Coal Drops Yard experience to a Chinese audience and can be found by searching for CoalDropsYard黑金园 on Weibo and WeChat.