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Illuminated 3D signage at Soho Place development

One Oxford Street – Configurable Illuminated Signage

Illuminated 3D signage at Soho Place development


At the heart of Westminster City Council’s ambitious redevelopment project, One Oxford Street sits above Tottenham Court Road Tube Station and the new Elizabeth Line, on the corner of Charing Cross Road and Oxford Street.

Part of the Soho Place development by Derwent London, the building incorporates cutting-edge environmental design and offers mixed-use space, consisting of retail units, a theatre, and a public thoroughfare with Soho Square.

With design studio Cartlidge Levene taking the lead on the branding and signage strategy for One Oxford Street, they designed a supersize illuminated window installation featuring the typeface MMcN Cut by Muir McNeil. To make their installation concept a reality, they brought in Endpoint.

The Challenge

One Oxford Street is a landmark building and a flagship for the re-development of London’s retail capital, uniquely placed to capture future footfall and anticipated growth spend. As an iconic and important corner of the borough, the retail units required eye-catching and impressive signage, in keeping with their prime location in the heart of the West End.

With the five retail units set to be dormant in the run-up to completion, Cartlidge Levene worked on an idea for illuminated 3D signage to make a placemaking feature out of the empty shop fronts. Endpoint was appointed to make it happen.

Two key challenges with this project were: how to make the 3D illuminated signage stand up within the retail space, and how to create signage that could be easily adapted and used by future tenants.

The Solution

For this project, Endpoint handled everything from the technical design and prototyping to production, manufacturing, and final installation.

Taking Cartlidge Levene’s 2D design, we brought in our own expertise and began a process of prototyping for what would essentially become a 3D sculpture supported by scaffolding.

We created a small prototype to test the LED lighting, alongside a single letter in actual size for on-site review and testing. The height of the letter was 3.2 metres, so we waited for approval before proceeding to the production of the complete set.

With each letter in separate pieces, the solution resembled more of an art installation. Not only that, but we also designed it so that each section could be rearranged to create something new within the framework of acrow props.

The Impact

Until the retailers move into the units at One Oxford Street, the shop fronts have a vibrant and colourful display to attract the attention of shoppers. In keeping with the environmental credentials of the building, new tenants can also create their own decorations by reconfiguring and reusing the various sections rather than disposing of them.

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