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The Velvet Principle

Brief: Sign Design

Sector: Retail, Shopping Centres

Client: Land Securities 

Bluewater is one of the largest and most successful shopping centres in the UK. It consists of three connected main malls, each with its own unique design feel, arranged in a triangular shape.

The Village spurs off from the Guildhall Mall and offers a mix of independent and artisanal retailers leading to an atrium of casual dining brands. As part of a wider programme to lighten the appearance, the new signs encourage shoppers to explore and reinforce the character of The Village as a destination.  

The design co-ordinates with the finishes and materials used in the refurbishment and align with the sophisticated nature of the dining brands. High-level copper-coloured signs ensure visibility from a distance and a freestanding totem alerts guests to the entrance.  Projecting blade signs are clearly visible in views through the mall, providing greater prominence to the independent retailers, inviting shoppers to enter and explore.