Tristan Capital Partners Appoints Duet London to Lead Rebrand and Launch of Iconic Sicilian Avenue in Central London

Wednesday 5 March, 2025: B2B2C and technology consultancy Duet London has been appointed by pan-European real estate investment manager Tristan Capital Partners to lead the launch of the iconic, Grade II listed pedestrianised street Sicilian Avenue in Central London.

Sicilian Avenue has undergone a complete restoration to become the social heart of Bloomsbury Quarter reforming the historical, pedestrian avenue into Bloomsbury’s most sought-after in-dining and al fresco food and beverage destination. It is 90 seconds from London’s 11th busiest station*, Holborn, a 7-min stroll from Tottenham Court Road Station and a 6-min amble from the UK’s most visited attraction: The British Museum.

Duet London is delivering a fully integrated B2B2C marcomms, PR, social and branding programme to position Sicilian Avenue as a much-needed dining and socialising destination in Holborn. In conjunction, the agency will also be fully supporting property agents Knight Frank and P-Three in selling the Sicilian Avenue vision to occupiers, placing it firmly on the map as Central London’s iconic, unexpected, pedestrianised destination.

This is the first time that this historical street is being restored and rebranded to specifically provide a dedicated food and beverage destination for Holborn's currently 70,000 daily visitors – including tourists, office workers, university students and residents.

Book-ended by roman-esque columns with Edwardian architecture, Sicilian Avenue is fully immersed in fascinating pop culture with links to Mahatma Gandhi, Bob Marley and as far back as Virginia Woolf – all of whom shaped postmodern literature, arts, philosophy and culture today. Most recently, Sicilian Avenue was used as filming locations for movie blockbuster Wonder Woman, The Guernsey Literary and Potato Peel Pie Society and Emmy award-winning TV show, Slow Horses.

Alex Melligan, Director, Portfolio & Asset Management, Tristan Capital Partners, comments: ‘Duet London has perfectly captured Sicilian Avenue and we are impressed with the work the team has delivered so far. They are supporting our agents and creating impactful content that is enabling the new brand to identify visitors who crave high quality food and beverage venues in a serene, yet joyful, fun and enriching environment.’

True to Duet London’s core of working with diverse and talented partners, it selected boutique creative agency Bright Island, and website builders, Beluga Digital.

The Sicilian Avenue brand has been sensitively crafted to be embedded perfectly through its B2B2C marcomms, PR and social campaigns. Using a variety of colour with visually beautiful and playful images, the brand enshrines Sicilian Avenue’s rich ‘rebel’ history with today’s consumer’s needs for a serene, clean and calm in-dining and al fresco environment away from the bustle. On its doorstep lies Bloomsbury Square, two iconic 5-star hotels The Rosewood and The Hoxton, and is home to around 20 surrounding university faculties.

Jazz Gandhi, Co-Founder and Director, Duet London, concludes: ‘We were able to creatively distil Tristan Capital Partners’ vision for Sicilian Avenue, delivering it succinctly through messaging, storytelling and visual impact to build a strong B2B2C campaign that engage the right audiences across appropriate touchpoints. Working with brave, forward-thinking clients always helps us to deliver outstanding results – especially ones who haven’t done it this way before. Sometimes, being a little ‘rebellious’ really helps!’

The integrated marcomms, PR and social programme is now live across all channels to establish Sicilian Avenue as one of central London’s primary destinations for food, beverage and socialising. The avenue will launch its first six venues this summer.

For more information on Sicilian Avenue, please visit: www.sicilianavenue.com