Dukes Lane, Brighton
Dukes Lane is a boutique retail and hospitality destination in the heart of Brighton’s historic Lanes. DS.Emotion was appointed to develop its brand presence, strengthen tenant relationships and position the Lane as a vibrant hub for independent retail, culture and community-focused experiences.
The Fabric of Brighton
The project aimed to reinforce Dukes Lane’s identity as a distinctive retail destination while supporting its growing tenant community. Key priorities included increasing digital visibility, attracting complementary pop-up occupiers and creating events that celebrated Brighton’s creative and independent spirit.
Alive with Colour
The brand language reflects Brighton’s creative energy and independent culture. Colourful, playful graphics and flexible messaging allow the destination to celebrate events, highlight retailers and maintain a recognisable identity across digital, social and on-site communications.
Our strategy centred on a curated programme of collaborations, pop-ups and local partnerships designed to strengthen Dukes Lane’s sense of place. By championing independent retailers and engaging local organisations, the Lane became a destination defined as much by its community as by its retail offer.
Making Brighton Proud
A dynamic programme of activations kept Dukes Lane active year-round. Highlights included independent brand pop-ups, community art collaborations and large-scale celebrations such as Pride on the Lane, which transformed the destination into a vibrant focal point for Brighton Pride.
The strategy delivered strong digital growth, including significant increases in social followers and engagement. Successful pop-ups and collaborations boosted footfall, supported independent retailers and strengthened Dukes Lane’s reputation as one of Brighton’s most distinctive shopping streets.
The project included:
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