Wayfinding at 33 Parkgate Road

An old Victorian dairy in Battersea at 33 Parkgate Road is currently home to a whisky distillery, a boxing gym, a slow food kitchen, an Arabic art gallery, a bar and, now, a bespoke way finding signage system courtesy of resident design studio, All Design…

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An old Victorian dairy in Battersea at 33 Parkgate Road is currently home to a whisky distillery, a boxing gym, a slow food kitchen, an Arabic art gallery, a bar and, now, a bespoke wayfinding signage system courtesy of resident design studio, All Design

The signage has all been fashioned out of fibreglass with the exterior, bulb-shaped sign acting as a pointer towards the building’s entrance, as well as listing the businesses currently ensconced in the building. It’s back lit at night:

Inside the signage is more formal in appearance…

Shiny laser-cut acrylic all-caps typography sits in slight relief to the matt fibreglass signs, aiding legibility whilst lending the each sign an unexpectedly delicate sculptural feel.

And somehow the signs seem at home in the busy converted warehouse interior with its steel and brick surfaces and exposed pipes and ventilation shafts.

Creating a wayfinding system for an old converted warehouse full of different businesses might not be the most glamorous design job in the world, but this bespoke signage system is quietly rather pleasing.


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  • When I first looked at this article i thought the signage defied the very requirement for wayfinding; easy to read, simple to understand and intuitive. The first image on this blog shows what appears to be a strange blob on the wall, small copy and no real direction. However, reading the article, looking at more of the images we think this is a great example of wayfinding design that respects the environment upon which it is placed – a Victorian dairy. How lovely is it that the backdrop to the signage appears as though it is flowing milk or a block of ice cream, with that matte feel to it, complimented by the vibrant contrast of the highly polished, raised black lettering. A great example of wayfinding respecting the environment upon which it is placed, not the other way around. Nice work All Design.

  • It is really good to see wayfinding solutions taking their design reference from their environment. Effective wayfinding tells me about where I am and should improve and enhance my overall experience in the space.
    Very well done.