10 Great Pulteney Street
Lights Up on Soho
Naming, Brand Identity, Way Finding, Signage
Lead Architect: GPAD
10 GPS is the renovation of an office building in Soho, with branding inspired by the area’s rich cultural heritage, particularly its iconic theatre and cinema neon signs.
Bold, vibrant colours capture Soho’s energy while evoking nostalgia.
The logo and signage reference the distinctive geometry of the building’s new roof extension, creating a visual link between past and present.
