A Hive of History, Industry and Culture
Teaming up with General Projects to establish a visual identity and wayfinding strategy for Alfred Mews, Fitzrovia, in London, contributes to the placemaking for the street by cultivating a distinct sense of destination.
The approach to the identity serves as an interplay between the historical and contemporary aspects of the Mews, reflecting upon its rich heritage of traditional craft that is woven into the very fabric of the street. To achieve this, playful and bold illustrations depict the Mews' unique stories and industries of yesteryear and celebrate prospects from a forward-looking perspective.
To give the street a sense of place and welcome, a portal of hanging flags greets and guides visitors onto the street. Large-scale storytelling graphic interventions span the walls of the mews, allowing for an opportunity to slow the pace down and a moment of reflection toward the Heal's Building café located at the end of the street.
Industrial pump trucks, repurposed as low-level wayfinding and planting opportunities, playfully pay homage to Mew's past craft imports and exports.
Scope of Works: Concept Design, Brand Strategy, Wayfinding, Design Systems, animation