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A sustainable wayfinding strategy for Oxford’s new innovation district

Oxford North - Wayfinding strategy

A sustainable wayfinding strategy for Oxford’s new innovation district


Endpoint has been appointed to investigate and develop navigational and naming strategies for Oxford North, the £700 million development by Oxford North Ventures – a joint venture between Thomas White Oxford, the development company of St John's College, Oxford, Ontario Teachers’ Pension Plan and Stanhope. Endpoint is to provide a comprehensive wayfinding strategy to create a strong sense of place, cohesion, and community across this impressive masterplan.

Enhancing the historic home of innovation

Home to the world’s second-oldest university, Oxford is renowned as a world-class destination for research and innovation, with The Times Higher Education Supplement consistently ranking the University of Oxford as the world’s best.

The 64-acre site is set to become a thriving mixed-use destination providing 1 million sq ft of laboratories and workplaces for scientists, entrepreneurs, and innovators alongside 480 new homes.

The district will also include a hotel, nursery, amenities, three public parks, and significant investment in sustainable travel, becoming a community engaged in creating a better future.

To that end, a team of globally renowned master planners, architects, and expert consultants – including Endpoint – will focus on seamlessly integrating and elevating the local community through open spaces, public art, events and cultural elements.

Innovative wayfinding for an innovation hub

Endpoint is working alongside Fletcher Priest Architects, the project’s master planners and landscape architects Gustafson Porter + Bowman – investigating potential wayfinding strategies across the site, looking closely at pedestrian, vehicular, and cycle movement, and how these connect and intersect with wider networks and transport links.

There will also be a strong focus on future-proofing the wayfinding system at this cutting-edge, mixed-use development by developing a system that can expand and evolve through the construction of the masterplan. The project will extend and complement Endpoint’s existing portfolio of wayfinding and naming strategies for community destinations, including London’s Royal Albert Dock and The Bower.

What’s next for Oxford North?

The first phase of labs, workplaces, homes and amenities is targeting Q2 2025 with subsequent phases coming forward in the future. Watch this space for exciting news about Oxford North’s wayfinding strategy.

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