Together Design has created branding for Fitzrovia Now, which will launch at the London Design Festival in September. The Fitzrovia Now initiative represents a collective of showrooms, galleries and cafes based in Fitzrovia, the neighbourhood surrounding the Together Design studio.
Together Design spearheaded the brand development with retailer Minotti London and led workshops with the group to explore what makes it special and how it could be promoted. Together Design has devised the name, messaging, visual identity and promotional materials including a map, flyer, web page and POS signage.
Despite its central location, Fitzrovia is relatively hidden. Once discovered, visitors fall in love with its fascinating past and vibrant crop of contemporary showrooms, galleries and cafes. Together Design came up with the concept ‘Fitzrovia Now’ and devised a key motif, to promote this best kept secret for design enthusiasts. The key is used as an icon on signage and online. The concentric rings in the marque reference the central location of the area, while the accompanying pattern takes inspiration from its mazelike character.
John Summerhill, Managing Director, Minotti London said: "Together have worked very hard on creating a brand identity for the Fitzrovia Now collective. The results are fantastic, demonstrating that a clear vision and a unique sense of style is needed when dealing with design conscious client."
Magnus Englund, Managing Director at Skandium said: "The key is the perfect symbol for unlocking Fitzrovia; an area so central yet so unknown. Both we at Skandium and our partner Fritz Hansen are really excited about being part of this changing area which is not about gentrification but about a community developing."
Emily Penny, Brand Planner at Together Design says, ‘The richness of Fitzrovia comes from the wonderful bohemian history that sits alongside cutting edge showrooms and galleries. There’s a real focus on quality and design here, and a sense of community too, but it’s often only visited by Londoners in the know. We’ve created the Fitzrovia Now brand to celebrate this unassuming but characterful corner of London. The branding reflects the participants sense of style and energy and we hope it will help open up the area to some new audiences.’
The promotional material reads: ‘Behind London’s busiest streets sits a quiet corner of bohemian charm. There’s history in abundance. But that was Fitzrovia then. Fitzrovia Now is a neighbourhood for those in the know, where design shops, independent galleries and cafes make design-lovers’ dreams come true.’
Launch Event
Together Design will be launching the new brand identity at an event in the studio on 21st September with an exhibit called ‘Fitzrovia Now & Then’ which brings to life the contrasting worlds of Fitzrovia’s colourful past and some of it’s present day cutting edge establishments.
Design Trail
A design trail with special exhibits will run throughout the London Design Festival with late night events on 21st September. The participants for the design trail include: Minotti London, EDC, Republic of Fritz Hansen Store in partnership with Skandium, Ligne Roset, VOLA, Kaffeine, Forza, Material Lab, Riding House Café, Diemar Noble, Gallery Libby Sellers and Together Design.
Fitzrovia Now giveaway
Visitors to the design trail will be able to collect points on a Fitzrovia Now ‘key’. If they visit six of the events on 21st September, the key can be entered to win a gift from one of the showrooms, galleries and cafes.
For more information please contact Emily Penny on 07803 755717 or emily@togetherdesign.co.uk or visit www.fitzrovianow.com.
