Roger Gorham, assistant director at Hammerson, one of the development partners, says the signage strategy for ‘gateways’ at the 110 000m2 site has been approved and work is focused on ‘getting the infrastructure right’ so that more detailed ideas can be drawn up.
Pentagram was appointed in July following a four-way pitch. The brief covers identification signage for external areas and entrances, wayfinding, information and directory signage within the main retail development and car park signage.
The objective for the work is described as a ‘comprehensive, branded and fully-integrated signage package’. Pentagram’s signage will be applied to both the main Bullring complex and peripheral schemes.
Earlier this summer, Bullring design guardian Checkland Kindleysides delivered its vision document for the scheme. The document is intended to elaborate on architect Benoy’s masterplan (DW 11 July), while architect Future Systems has designed the flagship building for anchor tenant Selfridges.
Gorham adds, ‘Integration within the scheme and the city is central to everything we’re doing. The general signage, retail shop-fronts and mall architecture will all need to be co-ordinated.’
The Bullring is scheduled to open in September next year, with a total of 132 retail units and a city square-style layout. It is the largest retail-led regeneration project currently underway in Europe.
David Hillman, the Pentagram partner leading the project, was unavailable for comment as Design Week went to press.