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Here East 揭幕了面积为120万平方英尺的东伦敦伊丽莎白女王奥林匹克数字创意园的革新定制引导标识和指路系统。由品牌专家dn&co设计的指路系统表达了Here East颠覆性的品牌理念，推进了科学技术制造业创造产品以及获得商业机会的长远发展。

Here East unveils an innovative and bespoke signage and wayfinding system for its 1.2 million sq ft digital and creative campus on the Queen Elizabeth Olympic Park in East London. Created by place branding specialists dn&co the wayfinding celebrates the disruptive nature of the organisations at Here East, who are pushing technology and manufacturing to create the products and businesses of tomorrow.

▼革新定制的引导标识，an innovative and bespoke signage

此引导标识设计将颠覆性的品牌特征引入到内外标识的实地环境中。在外，标识系统运用了大尺度的解构分裂外观形态，如同带有电子屏幕的弯曲巨石在室外引人瞩目。

The signage programme brings the brand concept of disruption to the physical environment through internal and external wayfinding. Externally, disruption takes the shape of bold, large-scale forms; bent monoliths with digital screens that stand out from the environment.

▼大尺度的解构分裂外观形态，disruption takes the shape of bold, large-scale forms

由数字代理公司POKE设计的电子屏幕标识系统中展示了电子地图，路边和品牌信息。

The totems feature embedded digital screens on one side, which display a sequence of digital maps, signposting and brand messages developed by digital agency POKE.

在内，定制的引导标识系统将Here East社区使用者们所熟知的电子技术电路图语言引入到设计中，鼓励游客与社区交流联系并沿着此指路系统在社区游荡。

Internally, a custom-made signage system uses the language of technology and electronic circuit diagrams common to Here East’s community of makers, encouraging visitors to make the connection and take their own journey through the building.

▼定制的电路图语言指路标识，a custom-made signage circuit diagrams

dn&co设计总监Patrick Eley说道：

“Here East 是一个颠覆性的品牌折射出了当代对于科学技术和商业模型的思考。功能齐全的引路系统给无数人机会在这里留下难忘的交流互动体验。清晰可辨的巨大图腾巨石快速的引导游客到达想去的地方。与之相反，内部的引路系统为人们创造了徘徊停留的时间，使他们有片刻的时间去回味这个异想天开的引路系统所暗藏的意义。在各个接待处，以电路图语言制作的巨大图形展示了引路系统多变的设计元素，同时满足了功能性的需求。这里的空间巨大，画在地面上的电路线可直接引导人们到达目的地。游客也可以在接待台获取一些展示引路系统内在含义的明信片。”

Patrick Eley, Creative Director of dn&co says:

“Here East is a disruptive brand that reflects contemporary thinking in technology and business models. Wayfinding is a functional necessity, but we saw an opportunity to create a memorable experience for the thousands of people who will interact with this environment. The large totems are clear signals to help get visitors quickly to where they need to go. By contrast, the internal wayfinding accepts that a visitor may spend a little longer lingering in reception, allowing them a moment to engage and enjoy the iconography imbued with whimsical hidden meaning. In the various atria receptions, supergraphics are made from circuitry language to represent various elements of the wayfinding, without sacrificing the directional functionality. Because the space is so vast, the circuit lines physically get you to where you need to go. Visitors can also pick up postcards at reception which reveal the meaning of the symbols, at times, rather humorous”.

▼画在地面上的电路线可直接引导人们到达目的地， the circuit lines physically get you to where you need to go

▼展示引路系统内在含义的明信片，postcards at reception which reveal the meaning of the symbols

POKE创始合伙人Tom Hostler 说道：

“巨石图腾上安装的电子展示屏为依据Here Eas每天不同的需求创造了一系列的实时路标，并展示了一些推广信息，这些抓人眼球的视频和动画也展示了品牌颠覆性的创意。”

Tom Hostler, Founding Partner of POKE says:

“The digital screens embedded into the totems allow Here East to create an array of ‘live signposting’ and promotional messages on these totems that can adapt to daily-changing requirements – all rendered in eye-catching video and animated ways that allow the ‘disruptive’ component of the brand to shine.”

▼建造过程，Construction Process

Design and production teams
Signage and wayfinding concepts and designs by dn&co. Wayfinding consultancy by All Points West Totems produced by Workshop 2 Internal signage production by Reade Signs
Digital screen content by digital agency Poke

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