A contemporary take on an iconic architectural space.
In 1960s Auckland, 246 Queen Street was a proud nexus of architectural vision, forward-looking fashion retail and urban sophistication. Now, it stands ready to make its bold return as a revitalised mid city icon. A full renovation from developer Wilshire Group in collaboration with Fearon Hay meant a new brand identity was required to launch the project and communicate the building's return to a city landmark. A striking motif anchors the identity throughout, directly inspired by the building's curved accents, most specifically the three large vertical rounded windows which feature on both street faces.
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The brand's colour palette has been drawn from a range of classic and muted tones found in Terazzo tiles and mid-century design artefacts. This distilling process of architectural details allows the brand to reflect and pay homage to the building's remarkable history as it moves into a new era.
