R7, Argent

As huge fans of the new estate that Argent have been developing around King’s Cross it was great to get the opportunity to collaborate with them on bringing one of their new buildings to life. The R7 building,  is a flagship commercial building positioned in the rear of the site just behind Central Saint Martin’s. The vision is to create a unique blend of public space in the ground floor ‘Assembly’, alongside flexible, grade A office space.

 - Steve Edge Design

With an Everyman Cinema, curated art space, restaurants and retail all in a large open plan ground floor, the dynamics of the building are truly unique.

We worked with the team at Argent to create a brand that communicated the vibrant nature of the development. With many of the other buildings and streets within the estate referencing historical aspects of King’s Cross, going all the way back to Boudica, we wanted a name that could record the period of history where Argent have been involved. By taking the buildings working title of R7 it perfectly symbolises the simple, elegant design of the building, created by Duggan Morris Architects, as well as referencing the history.

 
 - Steve Edge Design

The building has a unique colour to the cladding with 2 shades of pink aluminium being used, we extended this into the brand identity by using fleuro pink inks and a very distinctive palette. We delivered an oversize brochure marketing the scheme and a responsive website featuring interactive floor plans as well as designing the hoarding for the site.

The brochure has since been adopted by the paper company Antalis as a flagship sample demonstrating the print qualities of Cyclus paper.

 
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design
 - Steve Edge Design