Manhattan Loft Gardens is a new building development by Manhattan
Loft Corporation. Following its
milestone restoration of St Pancras
this is their most ambitious project
to date. A high-rise tower that
reinterprets the London garden square in the sky. Designed by architects SOM. Completion of the building is scheduled for early 2016.
THS designed the identity, website and all the communication material for the project including the creation of a series of short online films and animations.
For the main identity we took our inspiration from the the form of the building itself – allowing us to highlight its amazing cantilevered spaces. Looking at early drawings and renders from architects SOM revealed that the construction of the tower was made
up of modular parts – if one was to view the building from above then it would appear as a composition of 4 triangles. We were keen to echo this geometry in the mark and so the 42 storeys are expressed through a sequence of triangular lines which grow vertically upwards – the final form also suggests the notion of connectivity.
We then in turn defined a colour palette which re-enforced the buildings unique features of green spaces and open skies. These elements established the building blocks for a broader graphic language which was carried through to all aspects of the project.
Animation sound design: The Mighty Low