Broadgate Central
Enter a new world
Broadgate Central
Enter a new world
The City of London is one of the great global centres of business — but it was missing its place for world-class lifestyle experiences
As part of the £1.5bn transformation of Broadgate, we helped British Land name, launch and create London’s next-generation place for fashion, dining and wellness — Broadgate Central
An invitation into new worlds
This beautifully designed take on the classic London arcade connects Liverpool Street station — the UK's busiest railway station with 80 million annual passengers — and Broadgate, with its famous public plazas and global head offices.
Our brief was simple: capture the scale and experiential difference this place will bring to London.
Our answer is rooted in a sense of invitation: to ‘enter a new world of fashion, dining and wellness’. Where every space is like venturing into and experiencing the world and viewpoint of each brand.
This was combined with a new name that emphasises its stature and connectivity. Introducing, Broadgate Central.
Multi-dimensional and moving
It was clear we needed to create Broadgate Central’s own world — a visual language that you step inside, not just look at.
Taking inspiration from the curvilinear language of the architecture — we created our own dynamic grid, creating a flexible but distinctive canvas for seasonally changing product and lifestyle imagery. This is combined with a wordmark by Cartlidge Levene and shapes taken from the Broadgate masterbrand rendered three-dimensionally to create a distinctive and long-lasting retail campaign.
“DNCO brought to life a brand for Broadgate Central that feels bold, dynamic and future-focused. A true creative partnership from the start, it has been hugely exciting creating a new name and identity for a place the City and wider London will experience — and the result really captures the buzz of what’s to come.”
Gemma Hagan
Brand and Customer Communications Marketing Lead at British Land
Broadgate Central CGI by AHMM Architects