Client: The Jenners Building

Location: Edinburgh, Scotland

Project: The restoration of the iconic Jenners department store in Edinburgh is one of the city’s most high-profile heritage redevelopment projects. Located on Princes Street, this landmark transformation aims to return the building to its former glory as a cultural and commercial centrepiece.

Lucy Laidlaw Communication was commissioned to develop all web content for the dedicated project website — www.thejennersbuilding.com. The site informs local residents, stakeholders and visitors about the project’s progress, the restoration of the historic Jenners facade and the future vision for this treasured building.

Our Approach

We worked with the Project Manager, Planning Consultants and Architects to create a tailored digital communications strategy that would build trust, inform the Edinburgh public and celebrate the significance of the Jenners restoration project. Our content strategy included:

• Structuring the website around intuitive, SEO-optimised sections

• Crafting clear messaging around restoration timelines, planning processes and conservation goals

• Translating complex architectural plans and construction detail into accessible and engaging language

• Honouring public sentiment and emotional connection to Jenners through respectful, inclusive tone of voice

  Informative and SEO-Friendly Website Sections

  We created a content framework that addressed the questions most likely to be asked by Edinburgh residents, heritage bodies, tourists and the wider public.

  Key sections included:

• History of Jenners: An engaging timeline of the department store’s architectural and cultural significance

• The Restoration Project: A detailed summary of the conservation approach, architectural vision and team behind the work

• Project Progress: Key milestones in the redevelopment of the listed Jenners building, including major construction updates

• FAQs: Direct, honest responses to common questions around access, listed building consent, sustainability and future use

• Contact and Media Enquiries: A clear pathway for stakeholders, press and the public to request further information

  Each page was designed to improve search engine performance for terms such as “Jenners restoration Edinburgh,” “listed building development Princes Street,” and “heritage redevelopment Scotland.”

  Creating Public Trust Through Storytelling

  We recognised that Jenners is not just a building; it is part of Edinburgh’s civic identity. As such, we carefully balanced factual information with emotive storytelling, positioning the project as a restoration of pride and purpose.

  The tone of the content was designed to reassure readers that this is not a commercial overhaul, but a long-term commitment to architectural heritage, economic regeneration and cultural value.

  Impact

  The launch of www.thejennersbuilding.com has helped ensure that the Jenners redevelopment is seen as transparent, inclusive and visionary. Measurable outcomes included:

• Increased traffic and time-on-page from local searches related to Jenners redevelopment

• Positive media response due to clear and accessible project information

• Stronger stakeholder confidence in the project’s heritage and community credentials

• A reliable central platform for future communications and engagement