THE WHY

On the site that was previously home to the famous Marquee
club in Soho lies 100 Wardour Street. In a previous life it's stage
was graced by legendary performers such as Bowie, Hendrix
and The Rolling Stones. Today it's walls house a split level
venue that combines casual dining with an intimate after hours
club which is a platform for today's performers to shine.

 

THE HOW

We were approached to create a brand that
would reference the venue's deep Soho roots
but not feel old fashioned or follow predictable
trends. We commissioned a piece of neon which
was photographed in two states (on and off) to
represent the day and night offers. The logo
did the same, cutting itself in two horizontally
to further illustrate the split levels. Additional
patterns were created to mirror interior design
decisions and a minimal colour palette was
selected to aid differentiation.

All interior/exterior photography by
Paul Winch Furness and Thomas Alexander.

Logo

Sub-Brand 1

Sub-Brand 2

Shorthand

Brand Asset 1

Brand Asset 2

Brand Asset 3

Headline Typeface

Secondary Typeface

Colour Palette

 

THE NOW

A full suite of materials has been created that
strikes a strong balance between the day and
night offers. Upstairs the menus are set on
recycled boards while downstairs we've used
gloss and acrylic materials that capture the low
lighting and echo the neon photography/interior
detailing. Opening night saw the new Club stage
christened by Craig David while performances
by Rudimental and Nick Grimshaw have also
been ticked off. We'd imagine The Rolling Stones
will be along again soon.

Video by
Figit Media.

Sorry this website requires JavaScript to be enabled to work correctly!