AirW1

Deconstructing Deco

Combining restored Art Deco architecture and cutting edge design, AirW1 is one of the largest and most significant developments in the West End in recent times. Created from Regent Street's elegant curve, this urban quarter comprises a mix of restaurant, retail, office and residential space. The fully-integrated design campaign reflected the bespoke nature of this distinctive premium development, and has successfully attracted top businesses, sophisticated retailers and notable restaurateurs.

Our proposed name for the development, AirW1, has a suitably fresh and contemporary association, and is grounded in the fact that the main entrance is on Air Street. 

Drawing on the architectural cues of the building, we also devised a bespoke typeface, Air Deco. Brand materials include a book specified with cold glue binding and a custom-made debossed quilted cover – echoing the large expanses of faience work adorning original and new facades – website, hoarding and large-scale signage, launch event materials and the Exploratorium; a unique marketing suite encouraging visitors to explore the building and local area through interactive elements and augmented reality.

The bespoke Air Deco typeface has been featured in Grafik Magazine and on Type Token.

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