River Park Tower

Property & Lifestyle | Lifestyle & Campaign Photography

A landmark residence,
brought to life.

Lifestyle and campaign photography for River Park Tower, One Nine Elms, spanning interior and exterior shoots, out-of-home advertising and a full luxury residential brochure.

A man and woman are sitting at a table in a restaurant, enjoying a moment of laughter and conversation. The woman is wearing a green dress, and the man is dressed in a suit jacket with a white shirt and tie. They have glasses of red wine on the table, and the background features elegant decor.

Project Details

Client
R&F Group / Excel Winner, One Nine Elms

Sector
Luxury Residential Property

Location
River Park Tower, One Nine Elms, London SW8

Services
Campaign photography, lifestyle photography location photography, casting, fashion styling, hair and make-up, production, photography retouching and grading

Deliverables
OOH campaign imagery, luxury sales brochure photography, interior and exterior lifestyle photography, social assets

Advertisement display in an urban area promoting River Park Tower, featuring a woman sitting on a sofa with a city view, alongside the phrase 'Sumptuous comfort' and details about the apartments.

The Brief

One of London's significant new residential addresses needed imagery to match its ambition: aspirational, editorial and built to live across every format.


River Park Tower is a 57-storey landmark residential development within One Nine Elms, part of one of London's most significant regeneration areas. Rising above the South Bank skyline, with panoramic views across the Thames towards Battersea Power Station, it represents a new kind of London living: premium, design-led and positioned at the intersection of the city's cultural and residential life.

The commission was to create a complete suite of lifestyle photography for the development's launch campaign: imagery for out-of-home advertising, a luxury sales brochure spanning interior and exterior environments, and social assets. The work needed to communicate the energy and sophistication of the development while placing real, aspirational human presence at the centre of every frame.

The shoot involved two production companies working in parallel, with JCA leading the photography and a separate team handling moving image, alongside a design agency art directing the brochure. The brief required images shot for both landscape and portrait formats simultaneously, with brochure double-page spreads in mind from the first frame.

A building can sell its architecture. Only a lifestyle image can sell the feeling of living inside it.

A man in a black tuxedo with a white shirt, sitting thoughtfully in a dimly lit room with dark curtains, a small table with a plant, a drink, a bowl of snacks, and a chessboard in front of him.
Man in beige blazer and blue pants standing outside modern glass building under cloudy sky.
Close-up of a thick book with a blue glowing holographic display on its bottom edge, placed on a fabric surface with the words 'PORT' and 'P' visible.
Several open magazines on a light gray surface, featuring fashion, architecture, and cityscape photos.

The Creative Approach

Editorial thinking, precise production and the ability to work across two shoots, two seasons and two agencies without losing visual coherence.


The shoot was spread across two sessions. The first, inside the Park Hyatt showflat on the 20th floor, covered interior lifestyle scenarios from morning through to evening: a couple at the breakfast bar, daytime lounge moments, getting ready for an evening out, and night shots looking towards Battersea Power Station. The second session, months later, captured exterior and location photography around Nine Elms and the river in better light and weather.

The challenge was making both sessions feel like one cohesive campaign. JCA approached lighting, palette and styling with that continuity in mind throughout. The retouching and grading ensured the March interiors and late spring exteriors read as part of the same body of work. What could have felt like two separate shoots arrived as one seamless campaign suite.

Working alongside a film crew and a design agency required discipline, speed and flexibility on set. JCA worked efficiently and collaboratively, often completed photography setups ahead of schedule and giving the moving-image team the time they needed without compromising the stills. That flexibility shaped the whole production dynamic and helped ensure the shoot remained calm and productive for everyone involved.

Every interior shot was composed with the brochure layout in mind: clear of centre, with room for typography, and available in both landscape and portrait crops. The result was a body of work that arrived ready to use across every format the client needed.

A couple walking along a riverside promenade in London, with the Palace of Westminster and Big Ben in the background. The woman is wearing a bright blue pleated dress and sunglasses, while the man is dressed in a beige blazer, light shirt, and sunglasses, holding hands and smiling.
A woman in a dark blue sleeveless dress sitting on a blue velvet upholstered bench in a cafe or restaurant. She is wearing large orange sunglasses, gold hoop earrings, and nude high-heeled sandals. There is a small orange handbag on the bench beside her, and a marble table in front with a cup and saucer. The background shows a glass window with reflections of colorful artwork. 
The Work

Two shoot sessions across two seasons. A complete photography suite for the launch campaign, brochure and out-of-home use.

2

Shoot sessions across two seasons

40+

Images produced for brochure, out-of-home advertising and digital use

57

Storeys above Nine Elms

Campaign Deliverables


Out-Of-Home Advertising
Four hero campaign images for OOH advertising


Luxury Sales Brochure
Approximately 30 images spanning interior, exterior and location lifestyle photography


Interior lifestyle
Full day and evening scenario coverage across the Park Hyatt show flat, 20th floor


Exterior lifestyle and skyline views
Editorial exterior moments, balcony views and lifestyle imagery connecting the residence to the energy of Nine Elms and the wider London skyline.


Social
Campaign image crops formatted for social use


Post-Production
Full retouching and grading to ensure visual coherence across both shoot sessions and all formats

A man in a dark pinstripe suit has his height measured by another man in a suit in a tailor shop, with folded fabrics on a shelf nearby and other men in conversation reflected in a mirror.
Man in formal attire sitting on the edge of a hotel bed in a modern hotel room, looking at his phone.
A man and woman walk arm in arm outside a high-end shopping district with stores and gold signs, carrying shopping bags, dressed in stylish business-casual clothing.
A woman seated on a tan sofa in front of a large cityscape window at sunset, wearing a dress with sequins and feather details, and black high heels. 
The Outcome

Imagery that launched a landmark residence and continues to support its sales campaign.


The photography appeared across the development's out-of-home advertising campaign and throughout the luxury sales brochure, which was received with enthusiasm by the client and the agencies involved. On-set feedback from the end client was highly positive, while both the design agency and production company valued the collaboration enough to bring JCA into subsequent projects.

One Nine Elms reached practical completion in 2024. River Park Tower remains actively marketed, with JCA's imagery continuing to represent the development across sales, brochure and advertising use.

Three wall-mounted posters, with the middle one displaying the word 'PERSECTIVE' in large letters and smaller text below, flanked by images of a man in a beige blazer and sunglasses on the left and a woman in an orange dress and sunglasses on the right, overlooking a river.
Advertisement for Rivers Park Tower hotel featuring a woman sitting on a brown armchair by a large window with a city skyline in the background, and a text section highlighting comfort features.

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