Hammerson
- Client
- Hammerson
- Services
- Wayfinding
- Sector
- Retail
- Location
- Southampton, UK
Combining stylistic consistency with local flexibility
When Hammerson rebranded across its UK portfolio, the wayfinding across its flagship destinations needed to follow. At Westquay in Southampton, one of the South Coast’s largest retail and leisure destinations at 95,600m², the new scheme translates Hammerson’s brand principles into a navigation system clear enough to guide visitors confidently across a multi-level, two building centre.
Neutral by design
The design response was intentionally restrained. The scheme was developed as a flexible framework that could respond to the individual character of each site without fragmenting the portfolio’s identity. The signage system sits comfortably alongside major anchor stores and independent tenants alike, neither competing with retail frontages nor disappearing into the background. This neutrality is a considered design position: wayfinding that does its job without announcing itself.
Consistency through the map
A bespoke information graphics and pictogram suite gives the system a coherent visual language rooted in the client’s identity. A consistent map concept, applied across all sites, provides the thread of stylistic continuity that unifies the portfolio’s architecturally distinct destinations, while leaving room for each location to express its own character. At Westquay, that character is shaped by a centre that spans multiple levels, connects two distinct buildings and serves a broad catchment across Southampton and the wider South Coast.
