A high point for London
The Shard is the tallest building in Western Europe and instantly became a new emblem for the city. Inspired by Canaletto’s spires it is the first truly mixed-use tower in the UK, a progressive change from glass silos empty outside of hours. The positioning and messaging reflected the idea of an open, albeit premium, light-filled ‘Vertical City’. The launch identity and activations were led by the distinctiveness of the building; confident, pure, sharp and iconic, with the crisp seven-degree outline an ever-present feature.
Client: Sellar Design + Development
The Commons
285A Crown Street
Surry Hills NSW 2010
Australia
Entity3 respectfully acknowledges the Traditional Owners of the land and waterways on which our studio is based, the Gadigal people of the Eora Nation. We pay our deep respects to Elders past, present and emerging, as well as all First Nations peoples.
Entity3 is committed to providing an inclusive environment for all people, regardless of their ethnicity, faith, disability, age, sexuality or identity.