Supporting the marketing of Eden with Muse

Industry: Property development

Eden, Manchester’s most sustainable workplace

Eden is one of Manchester’s most distinctive commercial buildings — a landmark workspace designed around sustainability, wellbeing and connection to nature.

The building is owned by English Cities Fund (ECF) — the regeneration partnership between Homes England, Legal & General and Muse — and forms a key part of the wider New Bailey district in Salford.

Muse continues to take the lead role in enhancing the development and supporting leasing momentum. They wanted to strengthen its marketing approach to support leasing activity and maximise interest from prospective occupiers. I was brought in to provide strategic and hands-on support to Muse’s in-house marketing and development teams, with a particular focus on launching a new fitted and furnished suite and ensuring Eden’s marketing activity was aligned with its leasing ambitions.

My role combined marketing strategy with practical delivery, helping ensure Eden was positioned clearly and consistently in a competitive Manchester office market.

“Emma quickly understood the ambition behind Eden and the type of occupiers we want to attract. She developed a structured marketing plan and played a key role in supporting the launch of our fitted and furnished suite. Her strategic thinking combined with her ability to deliver high-quality marketing materials made her a valuable extension of the team.”

Laura Percy, Development Director

Why Muse chose to work with Emma Marketing

Eden is a landmark building and required a marketing approach that matched the quality and ambition of the development. Muse needed specialist marketing support that could quickly understand the building, the target occupiers and the dynamics of Manchester’s office market.

They chose to work with me because:

I was able to quickly immerse myself in the project and understand Eden’s position within the Manchester commercial property market.
I brought both strategic marketing expertise and hands-on delivery experience.
My background working with property and placemaking brands meant I understood how to translate a building’s story into compelling marketing activity.

Developing a marketing approach to support leasing

Working closely with the Muse team, I helped shape a structured marketing approach designed to support leasing activity and raise awareness of Eden’s workspace offer.

Marketing strategy and campaign planning
I supported the development of Eden’s marketing strategy, ensuring activity was focused on attracting the right occupiers and reinforcing Eden’s positioning as a sustainable Grade A workspace. This included shaping campaign activity designed to generate enquiries for the new fitted and furnished suite while also strengthening Eden’s longer-term digital presence and visibility.
Launching the fitted and furnished suite
A key part of my role was supporting the launch of a new fitted and furnished suite within the building. I developed the messaging and marketing materials needed to promote the space effectively to agents and prospective tenants, positioning the suite as a high-quality, move-in-ready workspace for businesses looking to occupy space quickly.
Improving the viewing and occupier journey
The viewing experience plays a critical role in converting interest into leasing enquiries. I reviewed the full occupier journey — from digital discovery through to on-site tours — and recommended improvements to strengthen Eden’s storytelling and create a more engaging viewing experience. This included recommendations around marketing collateral, sustainability messaging, viewing materials and follow-up content to help agents communicate Eden’s offer more effectively.
Supporting activity and vibrancy in the building
To help bring energy and visibility to the building while leasing activity continued, I also developed recommendations for events and activations that would attract the right audiences and support Eden’s positioning as a progressive workplace environment.

The results

By providing strategic marketing support alongside practical delivery, I helped Muse strengthen the way Eden is presented to the market.

The launch of the fitted and furnished suite created a new route to attract businesses looking for high-quality workspace with minimal lead time, while new marketing materials and an enhanced viewing experience helped ensure Eden’s story is communicated more clearly to prospective occupiers. Strong interest has been generated for the available workspace within Eden.

My involvement ensured that the marketing approach matched the quality and ambition of the building itself — combining strong strategic foundations with practical delivery to support leasing activity.