Sea Containers

Rebranding a London landmark

With the longest river frontage of any office building in London, Sea Containers is a London landmark. The internal reality, however, didn’t match its riverside status, and redevelopment was undertaken to rectify this and make the most of its awe-inspiring views from the London Eye to London Bridge. Plans also included the addition of a new building to the south and the launch of the first Mondrian hotel outside of the United States. Rebranding was twofold; to update its image and explain the complexities of the site.

With architecture strongly influenced by its sea-faring connections, the new marque is similarly based on a sextant – a marine navigational device – and the interlocking ‘S’ and ‘C’ of Sea Containers in copper, a material being used extensively by Tom Dixon in the internal redesign. The brochure included illustrations of the site’s reconfiguration and editorial tip-in section on life around Sea Containers. The website is brought to life with time-lapse imagery of Sea Containers on the river moving through day and night. An iPad app also provided the client with a sophisticated sales tool to sell the area and the building using 3D maps and illustrations. 

Sea Containers was successfully let pre-completion to Ogilvy and Puma.

Seacontainers 01 DigitalSeacontainers 02 PrintSeacontainers 03 Exhibtion
Seacontainers 04 Print
Seacontainers 05 Print
Seacontainers 06 Print
Seacontainers 07 Print
Seacontainers 08 Print
Seacontainers 09 Print
Seacontainers 10 Print
Seacontainers 11 Print
Seacontainers 12 Print
Seacontainers 13 Digital