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.

The answer was a luxury retail brand 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 — a place brand built for one of London's landmark destinations. 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 brand campaign.