Text by Richard Baird.
In The London Borough of Southwark sits the Grade II listed building and former headquarters of the London Fire Brigade, the city’s first fire station and a site currently under development. This will see it transformed into residential apartments with period conversations of the original Victorian building alongside a modern new-build.
It is a one-of-kind property development that offers a unique intersection of historic and contemporary city living. London-based Jack Renwick Studio (JRS) were commissioned to develop the name, visual identity and communications for this new development, and were challenged with the task of appealing to both local and international markets
Other neat details include the custom-made picture frames for the images in the cafe, property and floor-plan brochures with split imagery across the front and back (creating a pleasant relationship between the two), and tiny little flourishes such as the fire bell as cloche and fire bell as tea pot across the cafe menus that are joyful whilst maintaining an elegance. This is supported by a colour palette inspired by traditional navy uniforms and brass helmets worn by the brigade in its early years, and the modern space and restraint of plenty of white.
A nod must also be given to naming. Brigade Court, of course, draws on the structure’s origins and architecture, but this is developed further throughout on-site amenities available to new-build occupiers and those in the historic renovation. These include ‘The Training Yard’ and ‘The Watch House’ for the gym and cinema, respectively.
This continues through to ‘The Mess Hall’ the marketing suite’s deli and cafe, an unusual marketing approach, but another space where the concept offers enough room for other ideas (the hoses as coffee dispensers are delightful) whilst maintaining continuity.