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BBC headquarters gains new identity

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The former iconic BBC headquarters in London's White City are set to be transformed into a mixed-use development, which will comprise a new Soho House club and a hotel, as well as 950 luxury apartments and numerous offices, shops and restaurants. The site was home to the BBC for just over half a century, so completely abandoning this heritage would seem like a waste, which is why the complex, which will also play host to BBC Worldwide, and BBC Studios and Post Production, is to be rebranded as simply “Television Centre,” keeping the spirit of the site's history alive, at least in name.

The designs are courtesy of the Prophet marketing consultancy, who made great efforts to make sure the design of the complex lived up to the site's reputation

Imagery and branding for the new development, which is set to be completed in 2017, was recently released by developers Stanhope and Mitsui Fudosan. The designs are courtesy of the Prophet marketing consultancy, who made great efforts to make sure the design of the complex lived up to the site's reputation. The idea, according to the developers, is to create a “New cultural hub,” with Soho House and various creative businesses at its epicentre. Whilst little has been revealed about the planned interior designs of the complex, a Soho House spokesman has said the interiors of the Television Centre Soho House offer will be designed in-house.

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The design identity of the new development will reference the classic circular courtyard of the site, with the vast perfect circle representing the "O" in Television featuring a bold white line shooting out from each end, reflecting how the attention of the city will be captured by the complex. Prophet has also said the line will allow the identity to “Flex, rotate and direct.” The font, meanwhile is purposely bold and reminiscent of the old BBC font, and in the commissioned photography, “Glamorous couples and moody lighting” have been eschewed for “a more realistic and celebratory style.”

The branding's design identity of the new development will reference the classic circular courtyard of the site

Simon Myers, a partner at Prophet, believes that the new development will be just as important as a tourist attractions, as it will be as a place of work. He said, “Instead of launching with a glossy brochure that simply outlines the floor plans and flogs the fixtures and fittings, the focus was on creating a place as enticing to visitors as it is to businesses and residents.” He feels that they have given Television Centre an “Opinionated and distinctive brand,” which is “True to the redevelopment.” He adds that “With a clear way of communicating with the world, the tools are in place to make the development a success, one that becomes a truly exciting new place to live, work and play.”

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Whilst the development won't be complete until 2017, work is already underway to boost its reputation. Mark Ronson, who is currently enjoying a fourth consecutive week at the top of the charts, is launching his new album at the Television Centre on Friday, which underlines Television Centre's burgeoning status as a “New centre of gravity for West London.”

Mark Ronson is launching his new album at the Television Centre on Friday

Kay Chaston, managing director of Stanhope, feels the Prophet team have “Delivered a truly engaging brand for Television Centre,” and given them the direction they needed to tell the story of the site's history and future, whilst “Attracting people from across the UK and beyond.” She adds that it's a “Complex project,” which “Already incorporates several industry leading brands,” which meant it was a big challenge and Prophet, but everyone involved with Television Centre “Couldn’t be happier with the work.”

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