Reenergizing London’s most iconic industrial icon as a world class retail destination.
STRATEGY / IDENTITY / BROCHURE / SOCIAL CONTENT / EVENT FILM
Visible for miles around, the Power Station’s unmistakable silhouette has always been symbolic of London’s industrial past, power and ingenuity. Even after its decommissioning, it remained a pop-culture icon, inspiring filmmakers, visual artists and rock legends. Now, after decades lying dormant, it’s back, offering residential and office spaces as well as the capital’s most forward-thinking retail opportunity.
To attract the world’s most revered brands to Battersea we developed a brand positioning, new contemporary visual identity and customer experience principles to match its legendary status.
Central to the new identity is the knowledge that today’s consumers are looking to make a closer, more human connection with their favourite brands. They want to get behind the scenes and see the people and processes that lie behind the products. We harnessed the Power Station’s rich heritage to create effortlessly cool, contemporary environments where companies could make this happen for the site’s anticipated 40 million annual visitors.
Our proposition, ‘Powering the Icon’, brought the desire to go behind the scenes to the forefront. Once again people can step inside the iconic turbine halls and get up close and personal with the brands they love.
The identity centres around the four iconic chimneys, but from an angle unseen by many. The hidden plan view the these historic landmarks creates a modern signature that brought energy, versatility and simplicity to the design language.
The bold and dramatic system was used across brochures, online content, social media, film and at the launch event, bringing a mixture of raw heritage and vibrant elegance to this much awaited commercial powerhouse.
FITCH
David Lismer, Vilma Vaiciule & Henry Bartonwong
