Benoy Branded Environments is delighted to celebrate the formal opening of Sadlers Wells East at London’s Olympic Park, Stratford.
The team delivered wayfinding for Sadler’s Wells’ new dance venue in Stratford, a nationwide resource for dance: a space for seeing, creating, rehearsing and participating in the artform. Sadler’s Wells East is home to a fully flexible 550-seat auditorium, six state-of-the-art dance studios, a public performance space for free performances, a restaurant and a bar.
The concept for the wayfinding is centred around the theme of dance and movement. From the initial concepts, we explored the relationship between materiality and graphics and developed a typographic approach that appears to move as the viewer walks past.
Benoy’s previous cultural wayfinding work includes the V&A, the Science Museum, Tate Modern, Somerset House, The Imperial War Museum and most recently the National Portrait Gallery. Benoy is also part of a shortlisted design team, led by architects OMA, for a major project at the British Museum.
Notes:
Billed as ‘a gamechanger for dance’ by Mayor of London Sadiq Khan, Sadler’s Wells East is the first public building to open as part of London’s newest cultural and educational district, East Bank, where it will sit alongside BBC Music Studios, V&A East, UAL’s London College of Fashion and UCL East. The building has been designed by architects O’Donnell + Tuomey.
