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The Velvet Principle

Brief: Wayfinding & Sign Design

Sector: Shopping Centre

Client: Land Securities

One New Change is an iconic, mixed-use development located opposite St Paul’s Cathedral in the heart of London’s financial and business district. Its location next to a major heritage site provided an additional dimension to the design challenge. To comply with planning, the location of signs had to balance visitor convenience and client brand communication requirements with preserving clear sight lines on significant vistas.

The wayfinding information had to meet multiple requirements – i) providing conveniently located routing guidance through the complex for visitors to the offices and ii) more detailed information for the shopper and browser.

A clear delineation between the shopping and business levels was achieved through the sign forms. The angular design in cast acrylic echoes the destination defining innovative architecture that was inspired by the sleek lines of the stealth bomber. As well as reinforcing the brand identity, the end result is a wayfinding scheme that complements the architecture and adds to the overall aesthetic.