Studio 33
For Slimform, Richmond
About This Project
Located mere steps from the back entrance of Richmond Station, Studio 33 demanded a signage approach that would elevate its premium workplace positioning whilst navigating the complexities of a constrained urban site. Responding to Plus Architecture’s vision, we developed a strategic identification system that distinguishes the tenant entrance from Hector’s Bakery at street level.
The project required sophisticated integration of extensive statutory messaging mandated by the building’s construction classifications. Rather than accepting the visual discord of off-the-shelf solutions, we developed a holistic system that absorbs compliance requirements into a considered visual language. This integrated approach maintains the premium positioning essential to attracting discerning tenants.
The linished stainless steel palette creates a material thread between exterior and interior conditions. Externally, it provides deliberate contrast against the facade whilst referencing Richmond’s industrial heritage. Internally, it harmonises with the terrazzo and steel details present — sympathetic rather than in competition. This consistent material language establishes conceptual continuity between street presence and interior experience, ensuring the signage functions as a linking element rather than applied decoration.
- MASS Team: Andrew Ireland, Dean Jacobson
- Architecture: Plus Studio
- Photography: Andrew Kuypers
What We Did
- Brand Signage
- Wayfinding
- Braille Tactile Signage
- Building Directory
- Exterior Building Signage
Positioned at the site’s corner threshold, our hero totem creates immediate visibility for commuters while establishing clear hierarchy between workplace and retail entries.
The cylindrical form engages with Richmond’s urban context — referencing the nearby AKM chimney tower, exposed heritage plumbing, and street hydrants — while contrasting the building’s rectangular presence through complementary verticality. The stainless steel finish creates deliberate material contrast, ensuring the identification reads as distinct yet harmonious.
The directory system draws from the urban fabric, with I-beam construction details that ground the signage in its industrial context. Linished steel finishes complement the architectural approach throughout, creating a unifying identity that honours and elevates the interior architecture.
Interior wayfinding continues the material language established at entry. Subtle suspended level identification signage is detailed for precision — minimal in footprint to preserve spatial flow within the constrained foyer, while maintaining the clarity essential for intuitive navigation and supporting user experience.
