Borough Yards
Borough Yards is a new destination for dining, shopping, and culture in the heart of London’s Southwark. Adjacent to the vibrant, world-famous food destination of Borough Market, this well-established neighbourhood boasts everything from ancient cathedrals to ultra-modern skyscrapers such as the Shard.
The Challenge
Borough Yards is a new destination for dining, shopping, and culture in the heart of London’s Southwark. Adjacent to the vibrant, world-famous food destination of Borough Market, this well-established neighbourhood boasts everything from ancient cathedrals (Shakespeare’s brother is buried here) to ultra-modern skyscrapers such as the Shard. The mixed-use development blends soaring railway arches, public squares, and secluded shopping streets. Annually, up to 16 million well-heeled locals and diverse travellers will cross the site to encounter the likes of Everyman Cinema, Paul Smith, Barrafina, The Office Group and a growing list of trendy and influential brands.
Our studio was appointed to design and deliver the wayfinding for Borough Yards. Our initial brief was to simply provide wayfinding for the development. Working in close collaboration with the client’s design team and architect, it was quickly realised that any conventional approach to wayfinding wasn’t going to be good enough. The objective shifted to focus on blurring the lines of wayfinding, placemaking and art. The goal was beyond straight forward navigation; we began to uncover a sense of meaning, emotion and joy.
Project Vision
Our vision to the design was to melt the site back into the fabric of Southwark and express the sites rich history and contemporary lifestyle, with an added touch of the neighbourhood’s signature wit and grit.
We collaborated with the architect to integrate the 220 cables powering the neon sign into the façade. The neon sign is one of London’s largest.
Simon Callaghan
Shot on Stoney Street by Paul Smiths. Using a variety of techniques, the sites wayfinding posters and branding blend with tenant branding and historical features of the site.
Simon Callaghan
Design + Execution
When designing the scheme, we didn’t just consider the wayfinding for first time visitors. Borough Yards is a place where people visit regularly, it’s a place of work, a regular meeting haunt …and these people will typically stop using the signs. They are not lost. They are in need of inspiration… We blurred the lines between wayfinding, storytelling, and art. It’s a process we came to call ‘wanderfinding’ throughout the project.
Placemaking interventions are designed at a range of scales. Smaller signs accentuate the quieter pedestrian scale of key areas.
Simon Callaghan
Subtle branding on the parapet above Paul Smith allows this entrance to blend with the neighbourhood and London’s famous Borough Market.
Simon Callaghan
This four-story tall ghost sign at Soap Yard is one of many placemaking features that help to blur the historical boundaries of the site.
Simon Callaghan
Paper posters glued to the brick wall form the main wayfinding ‘directories’ for the site. This economical solution fits the brand and addresses the challenges of post-pandemic retail.
Simon Callaghan
Historical brackets from the site were decorated with whimsical personalities. These ‘gargoyles’ are loved by the public and have developed quite a following on social media.
Simon Callaghan
Project Details
The overall design of the space blends seamlessly within the historic surrounds offering both a unique setting but a cohesive sense of place.
This juxtaposition within the retail space creates unique moments that feel integrated with the historic character. Ghosted signs feel as if they have been there for years while welcoming typography changes as the visitors arrive.
Design Team
Wesley Meyer (creative director)
Jamie Trippier (project director)
Collaborators
SPPARC Architecture (architecture)
Burns + Nice (landscape architecture)
Deloitte (planning)
Gods Own Junkyard, Goodwin & Goodwin (fabrication)
Queensberry (development managers)
Phillip Cowell (writer)
Photo Credits
Simon Callaghan
Open Date
October 2021