Visual communication expert BAF Graphics was appointed by specialist fit out contractor Benchworks and leading design group Event Communications to support the ambitious decoration project of ‘The View from the Shard’, which opened to the public in February 2013.
The View from The Shard is the visitor attraction at the top of The Shard, the tallest building in Western Europe. ‘The View’ is located at the top of The Shard, on floors 68, 69 and 72, and is almost twice the height of any other viewing platform in London.
Martin Hort, Project Manager at BAF Graphics, worked together with his experienced team to develop a wide range of visual elements to welcome visitors and guide them along their journey at this unique attraction. At the entrance, 50 light box graphics panels printed by BAF Graphics directly onto opal acrylic start the visitors’ experience, while other light boxes surround them on various floors. The leading print service provider virtually escorts people as they rise to the top, giving them directions in the shape of cut brushed effect vinyl lettering for way signage on different floors.
On level 33, easily reachable by two high-speed lifts, BAF Graphics has deployed its technical skills to create panels which reproduce a quirky street map of London, and which are connected seamlessly to the floor. The overall effect captivates visitors as they wait for the next lift to the top.
However, the climax of this multi-sensory journey inside the unique glass skyscraper is achieved at levels 68 and 69, where the reception for the lookout point and the viewing platform itself are situated.
It’s here, high in the sky above London, that BAF Graphics played a key role in the fulfilment of a truly engaging, visual adventure. Cloudscape graphics, printed to optical clear film, encircle visitors on level 68, while 40 panels produced on a translucent based display material, flow around them on level 69. The view of London is revealed in an astonishing 360 degree perspective, which extends for up to 64km (40miles) on a clear day.
Antony Baglioni, Business Development Director at BAF Graphics, comments: “We are nothing but excited about the opportunity we had to work on one of the most eagerly awaited new tourism projects in Europe. The View from the Shard offers the opportunity to experience London like never before, with spectacular 360 degree views of the UK’s capital.” He continues: “This job has given BAF Graphics the chance to show how effectively digitally reproduced imagery, design and architecture can join forces to deliver a more expansive and enjoyable visitor experience.”
Steve Coles, Project Manager at Benchworks, adds: “We have a reputation for delivering quality workmanship and we like to work with partners who live up to our expectations. The View from the Shard has been both a stimulating and demanding project and we’re really pleased that we collaborated with a professional company like BAF Graphics.” He highlights: “Our in-house manufacturing and installation capability has been perfectly complemented by the outstanding graphic and printing expertise of BAF Graphics.”
