Placemarque has been appointed to deliver a new wayfinding scheme at Stratford Waterfront, within London’s Queen Elizabeth Olympic Park.
The development site will be known as East Bank, a new waterside cultural and education quarter. Alongside new residential development, it will be home to new BBC music studios, Sadler’s Wells East, a new Victoria and Albert museum (V&A East), a new University College London campus for East London and UAL: London College of Fashion.
The London Legacy Development Corporation (LLDC) scheme was granted outline planning permission in July 2019. Appointed by Allies and Morrison, we’ll be working to develop an external wayfinding scheme that sits within the wider public realm for the park and will feed into the detailed planning proposals for reserved matters.
On the east bank of the Waterworks River, the site sits at the gateway to the Queen Elizabeth Olympic Park. The challenge is to communicate a unique brand identity for East Bank, as a cultural destination in its own right, beyond its associations with the park as a sporting destination.
Guy Warren, Placemarque’s Design Director, said: “The wayfinding strategy for East Bank will focus on how to build a clear brand hierarchy. East Bank sits within the Queen Elizabeth Olympic Park, yet still requires its own identity as a cultural destination. On top of that, each of the new occupants also have their own strong brands and represent destinations in their own right.
“The public realm will help create a unifying character for the East Bank development and the wayfinding strategy plays a key part in establishing it as a distinctive, branded environment”.
The mixed-use scheme represents a complex multi-level site with numerous different uses and users accessing the site. Our strategy will identify key routes and connectivity through the site and how best to meet the needs of all the stakeholders, developing a hierarchy of signs to unify the site under its new distinct cultural identity.