BPO


246 Queen by Studio South

Opinion by Richard Baird

Graphic identity by Studio South for 246 Queen, a retail, hospitality and business development within a mid-century modernist building in Auckland

246 Queen has a long and storied history. Opened in 1964 on Auckland’s Queen Street, it heralded a new era of modern architectural vision, exclusive boutique-based experience and an urban post-war retail sophistication. The building played host to fashion shows, designer concessions, furniture showrooms and contemporary dining. However, the architectural ideas drawn up by the original architects Rigby Mullan (Alan Rigby and Antony Mallen), remained only partially realised. These are now being paid homage to in the building’s renovation by the Wilshire Group working in collaboration with architects Fearon Hay, once again becoming a mixed-use space of food and drink, retail and commercial opportunities across eight floors.

Architectural details include a distinctive fascia of curved windows and accents, floor to ceiling central glass light well, exposed ceiling and concrete floors. This sits within a district of 20th-century architecture and mid-century landmarks, a broad range of coffee shops and casual dining, the Auckland Art Gallery and the century-old Albert Park.

The marketing of the building and its spaces is aimed at what are described as design-savvy directors. Those with companies within the creative sectors, smart PR, marketing, bespoke legal and financial services, those who have developed award-winning digital experiences or are tech innovators. Essentially, those with clients who expect the structure and space to fit the nature of the companies they intend to work with. In this way, modernist architecture functions as a material symbol of the pioneering spirit that now exists within the less material worlds of the service led and digital sectors.

The marketing language and the graphic identity of the building, designed by Auckland-based Studio South, draws on the history and original vision of the building. This revolves around the modernist, and aimed at those that recognise or are drawn in by mid-century architectural heritage and an associated graphic history, and desire access to contemporary international food and high-quality services in building and locally. This manifests itself through type and text, colour, material and structure, and through a graphic motif that is inspired by the building’s curved accents and large rounded windows.

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BP&O Collections — Best Awards Finalists 2018

BP&O Collections — Best Awards Finalists 2018

The Best Awards is an annual celebration of interactive, graphic, product and spacial design work from New Zealand and Australia, run by The Designer’s Institute. This year’s event will take place on Saturday 22nd September at Auckland’s Viaduct Events Centre where winning studios will be awarded a Gold Pin for best in category, a Supreme Pin for best in discipline or a Purple Pin for those considered to have raised the bar of design.

Other awards include The John Britten Black Pin, which will be given to an individual for their leadership, vision and achievements nationally and internationally, and The Designer’s Institute of New Zealand Black Pin for Outstanding Achievement. This will be awarded to a member who has made a lasting and valuable contribution to the design profession and design culture in New Zealand. The judges for each catagory can be seen here.

To coincide with the publication of the finalists BP&O looks back at those projects reviewed on the site and up for awards in September. Finalists include Re, Akin, Studio South, Garbett and Richards Partners.

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BP&O Collections — Best Awards Finalists 2017

BP&O Collections – Best Awards Finalists 2017

The Best Awards is an annual celebration of interactive, graphic, product and spacial design work from New Zealand and Australia, run by The Designer’s Institute. This year’s event will take place on Friday 6th October at Auckland’s Viaduct Events Centre where winning studios will be awarded a Gold Pin for best in category, a Supreme Pin for best in discipline or a Purple Pin for those considered to have lifted the bar of design.

Other awards include The John Britten Black Pin, which will be given to an individual for their leadership, vision and achievements nationally and internationally, and The Designer’s Institute of New Zealand Black Pin for Outstanding Achievement. This will be awarded to a member who has made a lasting and valuable contribution to the design profession and design culture in New Zealand. The judging process and criteria can be seen here.

To coincide with the publication of the finalists BP&O looks back at those projects reviewed on the site and up for awards in October. Finalists include Re, Frost, Akin, Studio Brave and Richards Partners. Congratulations from BP&O to all the studios up for awards.

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