Internationally established in the 1800’s and home to almost 300 local businesses, Hatton Garden represents the biggest cluster of the diamond trade in the UK. With the upcoming opening of the Elizabeth line at Farringdon station, the district wanted to promote its authentic cultural identity and unique service offer to visitors, residents and workers alike.
Initiated by the local Business Improvement District (BID), Maynard was invited to create an artistic gateway sign to signify the entrance to this historic quarter of London. Our brief was to create a sculptural product, prominent and visible from afar, which would entice new visitors into the area and provide a clear sense of arrival at its threshold.
Acting as a beacon and local landmark, the sculptural sign helps to draw visitors from the station and beyond and provides a helpful and engaging orientation tool for those unfamiliar with the site, whilst encapsulating the past, present and future identity of the area.