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The Velvet Principle

Brief: Identity Design and Experiential Graphics

Sector: Shopping & Leisure

Client: Land Securities

Located within the Trinity Leeds shopping centre, Trinity Kitchen is an innovative food concept offering a mix of permanent branded restaurants alongside an eclectic mix of temporary street food retailers. Trading out of vans, sheds & carts, the offer is changed every month, keeping it fresh and encouraging repeat visits. 

Land Securities wanted an identity that would relate to the Trinity Leeds Shopping Centre brand and fit with the design of the interior - a fusion of industrial grit with urban glamour and street styling. The main identification signs are made from galvanised stainless steel illuminated with LED lights and pink neon script. The font is consistent with that used within the shopping centre and the neon connects with the entrance signs at two of the entrances to the mall.  Graphics using different crafted media, from ceramics through to traditional sign writing embellish the dining area. The retailer directory is a marquee sign, more usually associated with cinema film listings, allowing it to be easily and cost effectively updated to communicate the changing offer.

A combination of the use of heavy industry materials and neon, exposed fixing and the handcrafted nature of the graphics within the environment, all contribute to creating a unique eating experience.