Upper Riverside

How do you promote modern minimalist living with iconic global architects Skidmore, Owings & Merrill? Five shimmering glass towers rise along the north-eastern edge of Greenwich Peninsula, coming together to form Upper Riverside.

With interiors by Tom Dixon and State of Craft in the first and second buildings, we set out to create a brand that reflected their design vision, thoughtful, distinctive, and beautifully crafted work that would truly resonate with the audience.

By understanding the mindset of future buyers, the design narrative was crafted to tell a visual story of life at Greenwich Peninsula, one that balanced aspiration with authenticity. Each creative step was considered, building a brand and identity experience as distinctive as the architecture itself.

Four defining elements – Water, Light, Air and Beauty – influence the interiors at No.1 and No.2 Upper Riverside. These understated creations from State of Craft are reflected in the brandwork.

We worked on the art direction for the CGIs alongside magic-makers, Uniform.

In collaboration with Diana Ovezea, a bespoke typeface was developed for Upper Riverside, evolving from the original wordmark designed by Socio Design.

Special finishes and craft were integral to this project, including materials developed to promote the Club, an elegant members’ space with interiors by Tom Dixon’s Design Research Studio, Studio Ashby, Design Haus Liberty, and Emulsion.

Full deliverables include:

Art direction
Advertising
Social media campaigns
Literature (UK and international)
Bespoke typography
International environmental design
Signage and hoarding
Production and procurement
Merchandise and gifts
Floorplan creation
Communications documents