Prior to the planned major regeneration of Old Street roundabout, Prosper was tasked with maximising its commercial potential.
Prosper transformed Old Street from somewhere people simply pass through to somewhere they would pause and explore.
Prior to the planned major regeneration of Old Street roundabout, Prosper was tasked with maximising its commercial potential.
Prosper transformed Old Street from somewhere people simply pass through to somewhere they would pause and explore.
In a district known for innovative fashion, art and technology, Shoreditch needed a retail platform that could keep pace. Adopting a short lease format gave the flexibility required to ensure an agile retail mix. Existing retailers were enhanced to fit the newly defined aesthetic and several units were retained as pure pop-up venues.
With 23 million people moving through this transport hub annually, footfall is plentiful. The missing piece was a captivating retail offer to service visitors. We studied how people behaved within the space to understand their motivations – it was important to capture footfall but not to the detriment of the overall visitor experience. The final solution respects the transitional nature of the station, easing navigation and combining that experience with vibrant retail opportunities.
Prosper devised a wayfinding and signage system that reflected the culture of Old Street. A graphic lexicon built on geometric shapes creates a powerful sense of direction within the four subway tunnels, each accented to be instantly recognisable. This language transcends the pop-up retail space to create a cohesive brand identity for Old Street. The blend of practical signage and artistic installation feels right at home on the vibrant streets of Shoreditch.
Old Street has been reinvented as a vibrant retail destination and one of London’s most recognisable underground stations. With its plentiful footfall and agile retail format, its popularity is growing with a variety of brands from start-up businesses to global heavyweights. Ted Baker, Adidas, Moleskin and Hello Fresh are just a few to have benefitted from the exposure this location provides.
