Somewhere between the chaotic glow of Eko Hotel and the whispers of innovation in Lagos’ most premium business district, something unexpected clicks.
A bus stop, once nameless, unmarked, and invisible, became a brand.
They call it B22.
It wasn’t planned. It wasn’t advertised.
But today, from Eko Hotel down to Lekki Market, B22 sneaked into the lexicon of Lagos streets.
Korope drivers along the Eko Hotel route shout the familiar cadence:
“Lekki Market, City of David, Palace, B22…”
But how did this happen?
At first glance, B22 is just another building tucked between Victoria Island’s towers and Lekki hustle.
No giant signboards. No billboards. No flashy lights. No fanfare.
Just a number on a techy building housing a few companies, yet it becomes a gravitational point —
not by accident, but by the quiet, consistent force of people.
Come closer.
Behind B22 doors, you’ll find energy, brains, and movement.
It houses fast-growing companies like Remita [the fintech OG], Pouchii [smart money, smart people], Fundacause [where tech meets impact], and SystemSpecs Technology [building the future, quietly and powerfully].
Let’s not forget the What-A-Deal building next door, and the buzzing coworking space across the road.
Together, this zone is stacked with startups, developers, designers, marketers, and hoodie-wearing product managers — the real Lagos MVPs.
This 200+ community of young, energetic people do not come with fanfare,
they come with MacBooks, backpacks, big ideas, and swag.
And since an estimated 60% take public transport, they alight at that bus stop every morning, consistently.
Each time they exit the buses, they shape the future of that street corner.
So, how did B22 enter the streets?
In Lagos (and brand building), repetition becomes reputation.
When enough people consistently show up, the streets take notice.
That’s what happened.
The korope drivers at Eko Hotel saw the steady flow of the crowd.
They heard the banter and smelled the business.
They saw tech bros in denim, startup girls in sneakers, everybody looking drip.
They did the math:
“Omo, this bus stop go make sense.”
They started calling it what the people called it — B22.
Because what’s easier than cashing out at a stop already brimming with tech bros?
And boom!
B22 became more than just a coordinate; it became a destination.
It transited from location to identity.
Now, B22 is on the route list, a call out on the drivers’ lips, and in the minds of commuters.
That’s organic branding, Lagos-style.
B22 is a blend of hustle and hope.
Where meetings happen in jeans and jokes fly faster than emails.
Where ideas go from whiteboard to market, and colleagues transition to Jollof plug.
The Wi-Fi is fast, and ambition is faster.
Breaks mean eating Mexican rice with crushed goat meat downstairs,
getting beaten to stupor in a snooker game,
or just catching the breeze with orange gists.
In 2022, during a brainstorm session with DRM, he said in passing:
“B22 is a place, and could be anything — a hotel, a club, an office, or a hostel.”
Because brands, when built right, transcend form.
Tomorrow, Remita could move its headquarters to London, and Pouchii to Denver,
but B22 remains — in the mouth of the driver, the mind of the commuter, and the soul of the city.
That is the power of peer army.
A brand is not always born in a boardroom; sometimes it rises from the streets —
from repetition, movement, numbers, and noise.
And when enough people show up at the same place, over time, and give it a name, the world listens.
Brand is what happens when enough people show up, every day, and leave an imprint.
It is what happens when consistency becomes culture.
B22 is not a case study in marketing but in movement,
and a reminder to companies, startups, and visionaries everywhere that:
“If you want your brand to matter, let your people show up. Let them create gravity and build the myth, because brand is what people say when you’re not in the room — or on the bus.”
Because in Lagos, once the street names you, the world follows.
Welcome to B22.
When it rains, it pours.
