The Village, Bluewater, Greenhithe

Brief: Mall Wayfinding & Retailer Sign Design

Sector: Retail, Shopping Centres

Client: Land Securities

Bluewater shopping centre in Greenhithe, is one of the largest and most successful shopping centres in the UK. It consists of three connected main malls, arranged in a triangular shape – each with its own unique design feel. The Village spurs off from the Guildhall Mall and offers a mix of independent and artisanal retailers, leading into an atrium of casual dining brands. The Velvet Principle was tasked with designing a new distinctive mall wayfinding scheme for The Village, to encourage shoppers to explore beyond the main concourse.

This requirement for a new mall wayfinding scheme coincided with a wider refurbishment programme to lighten the environment. As part of this brief The Velvet Principle also refreshed the retailer brand signage with a contemporary new design.

The form and materials used in the signs, co-ordinate with the finishes within the refurbishment. With an overall design that aligns with the sophisticated nature of the dining brands. High-level copper-coloured signs applied to bulkheads, ensure visibility from a distance. A freestanding totem within the main mall alerts guests to the entrance.  Projecting retailer blade signs are clearly visible in views through the mall, providing greater prominence to the independent retailers, inviting shoppers to enter and explore.

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Wider view of the mall showing the identification sign and directional totem at the entrance to The Village Arcade, within the mail Bluewater Shopping Centre MallHigh level entrance identification sign for the Village arcade within the main Bluewater Shopping Centre mallDirection totem sign and vertically oriented identification sign mounted on a column. Both located at the entrance to the Village Arcade within Bluewater shopping centreView taken down the Village Arcade within the Bluewater shopping centre showing the design of the projecting, bus- stop retailer signs

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