Forge Media + Design (Toronto) is the graphic design, signage, and wayfinding consultant working with Foster + Partners architects on the new Comcast Innovation and Technology Center in Philadelphia. When completed, the landmark project will be one of the tallest buildings in the United States.
"Ensuring our work reflects Foster's design and the spirit of the building is extremely important," says Gregory Neely, a founding principal of Forge Media + Design. "Wayfinding encompasses all of the ways in which people orient themselves in physical space and navigate from place to place. It is not simply about telling people where to go. It is about helping an environment communicate effectively with its audience to foster clarity and comprehension and help build a positive experience."
The building's schematics outline a dramatic glass-and-exposed-frame structure that will form a window on Philadelphia. Described as an "urban room" and a "vertical campus," the 59-story, glazed volume opens the building to the public, grounding the structure within the urban fabric. Offices and studios are envisaged as loft-like spaces, encouraging a dynamic and collaborative way of working. The tower will also include a 200-room Four Seasons hotel, while at its peak a restaurant will provide panoramic views of the city.
"By infusing Foster's groundbreaking architecture with an invisible intelligence and a compelling visual narrative, Forge will help the new Comcast Center engage, connect, and communicate," says Neely.