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Responses by Magpie Studio
Background: The driving idea behind the Design District is to build a thriving home for ideas. That means establishing a new neighborhood that’s designed and equipped to provide a tailor-made, affordable and permanent workspace for London’s diverse creative community. Ultimately, giving them space to do what they do best. As a new neighborhood in London, the District is highly visible, with an audience that stretches beyond the creative community, including government policy-makers and O2 gig-goers.
Reasoning: From the outset, understanding how the District needed to behave informed our approach. We set out to create a brand that could sit with quiet confidence behind the creative tenants and their work, or switch roles to become a more vocal, visible champion of British creativity.