Brief:
Naming Strategy, Wayfinding & Sign Design
Client:
Almacantar, Multiplex
Sector:
Mixed Use – Office, Residential, Retail
Marble Arch Place is a mixed-use residential, office, retail and cinema development, designed by the London office of Rafael Viñoly Architects. Located at the gateway to the West End, it comprises an 18 storey residential tower containing 54 luxury apartments; a 7 storey office building; new public realm; and two shared basement floors.
The Velvet Principle was appointed to design a wayfinding concept that reflected the prestigious address. The first task was to agree the numbering, address and naming strategy. This involved researching local precedents and exploring options, to devise a solution that would meet Almacantar’s business objectives and align with Planning requirements.
The design challenge was to create a sign concept that would differentiate between the buildings, while communicating the destination as a whole. So, although the same graphic language is used, the application and material selection differ between the buildings.
Within the residential tower, individual letters are applied directly onto the walls. Whereas in the office block, the information is contained within panels. Inspired by the architecture and interior finishes, the signs feature a vertical and horizontal line design motif. The materials are also taken from the architectural palette. Ensuring a coherent connection between the wayfinding signs and the architectural design.
Contact Us
Tel. No: +44 20 8744 9283
Email: info@thevelvetprinciple.com