Odeon consists of two buildings: Odeon 331 and the new Odeon 333. In 2021, UOL undertook an asset enhancement initiative and redeveloped part of Odeon Towers to Odeon 333, a standalone seven-storey office building, with a 50-metre frontage along North Bridge Road.
IMMORTAL was engaged to devise a wayfinding strategy that enhances both navigation and the visitor experience. By integrating clear identification signs and digital directories at strategic locations, the design ensures seamless movement for both pedestrians and drivers while reflecting the building’s contemporary identity.
This frontage not only elevates the building’s visual appeal, making it a striking landmark in the area, but also enhances its presence and accessibility. The redevelopment also increased the lettable area by approximately 22.9% to 22,551sqm.
A minimalist aesthetic with warm tones of brown and gold for the signage evokes a sense of luxury and timelessness. This reinforces the development’s branding and invites visitors to engage with the space.
Drawing inspiration from the development’s architecture, colour scheme, and materials used, the signage design aligns with the Odeon brand positioning of luxury, timelessness, and sophistication.
The designs feature versatile wall-mounted, freestanding, and ceiling-mounted signs to guide visitors through various zones. Incorporating universal symbols and clear directional cues, it ensures that individuals unfamiliar with the building can navigate seamlessly.
