Hat-Trick works with Eley Kishimoto on new identity for Centre Point

The collaboration will see Hat-Trick create a new visual identity for the building based on a bespoke series of Eley Kishimoto patterns. These are inspired by Centre Point’s architecture, 1960s heritage and central London location.

Hat-Trick has already created a ‘coffee table book’ and a blog, to celebrate the building, and the identity created alongside Eley Kishimoto, who was brought in to the project by Hat-Trick, will eventually be used across the building’s interiors, exterior spaces, hoardings during renovation and marketing materials, according to Centre Point.

Hat-Trick and Eley Kishimoto have also produced some initial photographs alongside photographer Sam Christmas. Eley Kishimoto has designed around 20 patterns so far, which will be applied to a range of clothing, as well as the Centre Point identity.

Jim Sutherland, Hat-Trick co-founder, says, ‘It’s about making an exciting interpretation of Centre Point as a cultural icon.’

He adds, ‘Eley Kishimoto are known for producing patterns to be applied to things – it’s an interesting collaboration [for the Centre Point project] as it’s so unique.’

Hat-Trick was appointed to the project about 18 months ago, having previously worked with Almacantar, which bought Centre Point about three-and-a-half years ago. The project will run over the next three to five years, according to Hat-Trick, as the building undergoes renovations.

Mark Eley of Eley Kishimoto says, ‘The power of the pattern is what gives Centre Point its majesty and, having been long inspired by the building, it was a very natural step to embark on this new venture with Almacantar last summer.

‘Our aim is to translate the spirit of the building into our designs and it’s the iconic design, heritage and location of this landmark that makes this project so exciting for us.’

Kathrin Hersel, development director of Centre Point, says, ‘Centre Point is undoubtedly one of London’s most iconic buildings and it encapsulates the optimism, imagination and design flair of the age in which it was built – the 1960s.’

She adds, ‘Our partnership with Eley Kishimoto is about celebrating Centre Point’s distinctive character – the patterns, rhythm, geometry and texture of the architecture that give this building its iconic status.’