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.
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.
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.’
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.
Although they look like ‘fragile art works’ this belies their fibreglass construction, says Goyarrola.
The ‘arrow-cum-speech bubble’ entrance sign is illuminated with LEDs, giving off ‘a slightly aloof, yet engaging’ invitation to passers by.
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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.