Step inside the brand – Tom Hingston creates immersive Ampersand logo

Tom Hingston has turned the reception area of the Ampersand office building in London into an ‘immersive logo’ by using the space to develop a 3D environmental expression of the Ampersand brand.

By Tom Hingston

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.

By Tom Hingston

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. 

By Tom Hingston
A ‘visual alignment’ reveals the Ampersand logo to visitors

‘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. 

By Tom Hingston

Brass patterns radiate out from this on to the walls, while further patterning has been etched into the concrete floor.

By Tom Hingston

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. 

By Paul Cocksedge

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.

By Paul Cocksedge

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