The brands of tomorrow
In 2000, visionary developer Irvine Sellar had lunch in Berlin with acclaimed architect Renzo Piano. Sellar had an ambitious vision to create an architecturally striking vertical city incorporating offices, hotel, apartments, restaurants and a viewing gallery.
Drawn by the energy of the railway lines and beauty of the Thames, Renzo turned over his menu and started sketching. In a matter of seconds he drew what bears a striking resemblance to The Shard today.
Holistic place brand
Our brief was to develop a world-class wayfinding strategy, considering the diverse customer groups drawn to The Shard’s neighbourhood, and one that builds a holistic place brand for London Bridge Quarter (LBQ).
Working with multiple stakeholders (including Guys & St Thomas’s Hospital, Network Rail, Transport for London); we undertook a comprehensive wayfinding study, mapping out the journeys of the many user groups.
This detailed how the different users needed to navigate the LBQ estate, the key decision-making and information touchpoints; and the interventions that would help them effortlessly make a navigational decision.
The primary signage system used was legible London, with totems strategically placed and intelligently integrated with the awe-inspiring architectural landscape. With its towering spire-like and slender glass structure, The Shard acts as a guiding and organic wayfinding mechanism.
For the Shard and its adjacent Shopping Arcade, signage reflected the Shard / London Bridge Quarter brand identity.
The Shard and its proximity to London Bridge Station (transformed into a 21st Century hub) have created a vibrant new neighbourhood bursting with energy. The ingenuity to develop this world-class place-making strategy, demonstrates the power to inspire change. London Bridge Station is used by;
50 million people a year
with many working at The Shard sister building, The News Building, and many others visiting, working or staying in and around London Bridge Quarter.