Retail Wayfinding: One New Change, London
Wayfinding & Sign Design
One New Change is an iconic, office and retail development facing St Paul’s Cathedral. It’s location close to a major heritage site provided an additional dimension to the design of this retail wayfinding scheme. To comply with planning, the signs can’t impede on significant views of St Pauls. The angular nature of the architecture also restricts where signs can be sited.
Therefore an innovative solution, was needed to meet the customer service and brand communication requirements. With no straight wall surfaces at ground level, signs with directional information to key facilities are embedded in the floor. These feature bold graphics and are illuminated to ensure stand out.
The wayfinding information also has to meet the needs of a number of different audiences : i) provide conveniently located routing guidance for office users and; ii) more detailed information for shoppers and browsers. Although there is a connection in the design of the sign forms, there is a clear delineation between the shopping and office levels.
The angular design in cast acrylic echoes the destination defining architecture (inspired by the sleek lines of a stealth bomber). As well as reinforcing the brand identity, the design complements the architecture and adds to the overall aesthetic.
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