Brief: Wayfinding and Signage; Town Centre Signage Audit
Client: Woking Council, Moyallen
Sector: Town Centre
Victoria Square is a key element of wider regeneration programme for Woking Town Centre. As well creating a new gateway to the town, the development has delivered over 400 new homes, a hotel, a new car park and additional retail capacity.
It also formed a linchpin between two existing shopping centres – Wolsey Place and The Peacocks and helped embed a new retail route embracing the whole town centre. The project provided the impetus for bringing both these shopping centres under one unified brand Victoria Place, Woking.
The intention longer-term, was to roll out the new wayfinding signage across the whole town centre, replacing various outdated and legacy schemes. So the first task was an audit of all the existing signs (including car parks) and to overlay this with a revised wayfinding strategy for Woking.
The brief was to design a unique signage scheme that would reflect the aspirations of the well-educated local demographic; challenge preconceptions and encourage them to revisit and explore the town.
Woking is home to the innovative automotive company McLaren and is where science fiction author HG Wells wrote The War of the Worlds. This engineering and futuristic heritage, was a starting point for the design. The unique angular, satin black sign forms, accented with gold also reflect the facade on the signature towers. Firmly anchoring the wayfinding within the town.
The totems include programmable digital screens to enable the communication of a range of different content. The V-shape also provided the inspiration for the design of the new brand identity for the unified Victoria Place shopping centre.