All Design creates signage with shifting forms for 33 Parkgate Road

All Design has created a wayfinding system for 33 Parkgate Road, a cultural space in London’s Battersea that comprises the Testbed1 gallery, various design and media companies and a boxing gym.

Wayfinding for the 33 Parkgate Road complex by All Design
‘Arrow-cum-speech-bubble’ entrance sign

The consultancy, based on the 33 Parkgate Road site, was approached by landlord Curatus and asked to create an initial proposal, which All Design director Borja Goyarrola says has been developed to reflect the spirit of the area.

Wayfinding for the 33 Parkgate Road complex by All Design

The signage, which has been modelled by Ben Davidson, ‘ranges from square boxes to really fluid forms, expressing the diversity of the complex,’ says Goyarolla, who adds, ‘It’s a very open, welcoming and iconoclastic space.’

Wayfinding for the 33 Parkgate Road complex by All Design
Signage has a ceramic appearance but is made of fibreglass

The Testbed1 gallery in particular ‘is about experimentation’ and Goyarrola has looked to reflect this by designing signage cast in a variety of ‘clean white forms, with clean typography,’ which set against the red brick Victorian building ‘provides a sense of contrast,’ he says.

Wayfinding for the 33 Parkgate Road complex by All Design

Although they look like ‘fragile art works’ this belies their fibreglass construction, says Goyarrola.

Wayfinding for the 33 Parkgate Road complex by All Design
The LED glow of the entrance sign

The ‘arrow-cum-speech bubble’ entrance sign is illuminated with LEDs, giving off ‘a slightly aloof, yet engaging’ invitation to passers by.

Hide Comments (1)Show Comments (1)
Comments
  • Jonathan Docksey November 30, -0001 at 12:00 am

    It is brilliant to see wayfinding solutions being designed in line with their history and their environment. Best practice in wayfinding tells me about where I am and will always help to improve and enhance my experience in the space.

  • Post a comment

Latest articles

What we loved at Milan Design Week 2018

From a fully functional American diner through to Google’s unnerving house showing how technology has taken over our lives, we round up our favourites from this year’s Italian design festival.