Hingston was appointed by Resolution Property, which is developing the Ampersand mixed-use space on Wardour Street, for property investor the Peterson Group.
The 3D evocation of the brand is one of the main touchpoints of the identity, which has also been created by Hingston, who has worked with Simon Turnbull on brand and marketing strategies.
Visitors to the reception will become physically immersed in the brand identity, which has been abstracted by Hingston so that features can be made of its elemental parts.
Hingston says, ‘Using the modular elements of the mark, the reception design is essentially a sculptural expression of the brand identity within the physical space of the building.
‘Taking the logo as our stem, we created a series of abstract patterns which echoed the mark and in turn became the final blueprint for the formations that appear on the floor, ceiling and walls.’
The centrepiece is a 7m-long sculptural reception desk made of brass fins and wood.
Brass patterns radiate out from this on to the walls, while further patterning has been etched into the concrete floor.
Viewed on entry to the reception the elements appear separate from each other but from a central vantage point there is a ‘visual alignment’ which reveals the Ampersand identity.
The lobby leads on to office space, and the building will also feature retail areas, residential spaces and penthouses when it opens at the end of the year.
Paul Cocksedge Studio is working on a ‘living’ spiral staircase which runs up the centre of the building and integrates spaces devised for activities including reading, drawing and picking fresh mint for tea.