Picadilly Circus!Picadilly Circus!
Client:Samsung
Project:3-D illuminated sign
Role:Design, manufacture, installation, maintenance
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You could be forgiven for thinking that this is pathetic. A sort of signage self-adulation.
A rather insignificant sign, skillfully produced and carefully maintained, no doubt, but surely here for the location.
Partly true.
Nice though it is to be asked to place signage on practically the most expensive site east of Times Square, the real significance of the location is that you can't get at it without a crane, hinged over the roof from the rear of the building.
The design of the sign and the materials were carefully chosen to withstand long exposure to the elements without compromising impact.
Well, we like a challenge.