The Fox
The Fox lies inside an old tobacco warehouse in the heart of London’s Docklands. Rooted in centuries of trade, passage, and transformation, these docks have seen countless traders, sailors, and merchants come and go—each leaving stories woven into the fabric of this place. A living chronicle.
Next door, Customs House once stood as a sentinel over goods and trade for the City of London—a gateway that, with the new Elizabeth line, now swiftly connects The Fox to the city’s centre, threading through history and breathing new life into these docks. Where warehouses once lined the riverbanks, new homes now rise, drawing residents who bring a fresh wave of voices and add a new layer to this area’s evolving story.
The Fox’s larger-than-life neighbour, ExCeL London, pulls an eclectic mix of characters and commerce into the Docklands. This coming year, everyone from Big Pharma and FinTech innovators to Biotech experts, RuPaul's Drag Race fans, and even Elvis enthusiasts will pass through its halls. But it’s The Fox that draws them in afterward, bringing together the remarkable—residents, travellers, and professionals alike—who unwind and let the day’s events continue just a little longer. As varied as the cargo that once filled these docks, The Fox welcomes them all.
Sitting along the Thames, with its tides and turns, The Fox has also been shaped by the ebb and flow of trade, people, and fortune. The currents have brought prosperity, hardship, and renewal. When the pandemic hit, The Fox transformed into a supermarket for the Nightingale Hospital—a lifeline that helped it through dark days. The wily Fox survived.
And now, as it looks to the future, The Fox is finding its voice, discovering its purpose in the next chapter of this fantastic place. We’re helping them do just that - with refreshed branding, signage, and storytelling that we’ve been proud to help shape, it’s poised to welcome a whole new generation of visitors. This is just the beginning—stay tuned for the full case study.
