Pentagram partners work on overhaul of Port of London Authority building

Pentagram partners John Rushworth, Daniel Weil and Naresh Ramchamdani are working on the overhaul of the former Port of London Authority building, which is being converted into a luxury real estate and hospitality development.

10 Trinity Square – the former Port of London Authority building
10 Trinity Square – the former Port of London Authority building

The neo-Classical 10 Trinity Square building at Tower Hill was built in 1922 as the headquarters of the Port of London Authority. After the PLA moved out the site was acquired by Chinese developer Reignwood Group.

Floorplan
Floorplan

Reignwood plans to convert the building into 41 private residencies and a 100-room Four Seasons Hotel. This development will open in 2016.

10 Trinity Square identity
10 Trinity Square identity

In advance of the opening, Pentagram’s Rushworth has created the brand strategy and identity for 10 Trinity Square.

Promotional book
Promotional book

Pentagram said Rushworth had to “develop a strategy that would be harmonious with this history, whilst providing it with a new reputation that was relevant to contemporary life in a location not normally associated with premium real estate or hospitality”.

Hoardings
Hoardings

The result is based on the created of a “club” offer, which follows in the footsteps of business clubs that Reignwood operates in Asia.

Promotional bag
Promotional bag

The identity features two circles, which Rushworth says represents East and West, linked by a triangle, which represents the Trinity building. A black and gold colour palette is used, with accents of red – a colour associated with China.

The lettering carved into the front of the building is used as the font throughout the project.

Weil has created a marketing suite for the development, which features two 5m-diameter images of the world, as well as a model table with a moveable touch interface.

Brass inlays on the table show orientation and local landmarks, while a brass inlay of the logo features on the floor.

Ramchandani has worked on a series of films for the development, including one with director SQUA.

Latest articles