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A modern twist on London culture: The Serpentine Sackler Gallery unveiled


A modern twist on London culture: The Serpentine Sackler Gallery unveiled


On Saturday 28th September the new Zaha Hadid designed Serpentine Sackler Gallery in London’s Hyde Park opened to the public.

The early 19th Century Gunpowder Magazine, located a five-minute walk from the Serpentine Gallery, has gone through a £14.5 million transformation to create London’s newest cultural hub and social destination.

At the heart of Pritzker Prize-winning architect Hadid’s renovation, is the brand new lily-white canopy roof that ripples outwards from the old red brick façade over the gallery’s new café and social space, that will host contemporary art, cinema and literary events. It provides a beautifully modern twist to the historical building.

Global design consultancy, Pentagram created the identity and signage concepts for the two buildings and it was Endpoint’s role to realise these in their 3-dimensional form. The essence of this came from the wayfinding strategy we developed which navigates visitors between the two Serpentine buildings and helps to deliver a user experience befitting of the iconic setting.

The opening of the new building is a landmark moment for Zaha Hadid and The Serpentine Gallery, and the contemporary social setting in which to display a rich variety of art and history is a great addition to the cultural heritage of London.

The Serpentine Sackler Gallery marks another major London regeneration project that Endpoint has been a part of. To date, we have worked with leading architects and developers on wayfinding and placemaking projects for Wembley Park, London Bridge Quarter and Royal Festival Hall, the South Bank.

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