London Borough of Camden
In 2015 we’ve been asked by a consortium consisting of the Alexandra Road Residents Association, landscape architects J&L Gibbons and Camden council to develop a signage and wayfinding scheme for the newly landscaped Alexandra Road Park. A masterpiece of modern architecture, the park lies at the centre of the famous Alexandra Road Estate.
Due to the complexity of the landscape that stretches along a wide curve across a number of different levels, we designed a simplified axonometric map, located at either end of the park to provide basic orientation to the visitor. The centrepiece of the signage consists of a cast simplified 3D model of the park, situated on a curved concrete plinth at the main entrance.
Other pieces of signage include two interpretation boards, as well as statutory signs and noticeboards.
with Alex Lafourcade
Model cast by London Mouldmakers
objectif is a collaborative design practice based in London, founded by Axel Feldmann and Luisa Hay in 2004. We work at the conjunction of editorial design and its transposition into the architectural realm, specialising in the fields of exhibition design, visitor experience and narrative environments as well as classic book design. Our clients are from a variety of disciplines, with a focus on cultural players, education, architecture and fine art.
We develop graphic and environmental design concepts that are the result of a critical assessment of the content, with the aim of emancipating small-scale businesses, artistic practices and the wider public in the light of an increasingly instrumentalised and commodified cultural and public realm.
Axel has given numerous workshops both in the UK and in his native Germany.
objectif is part of the Greater London Authority’s Design Framework, and a member of its Specialist Advice Team in relation to graphic design within the public realm.
(BA Graphic Design, Germany;
MA Philosophy and Contemporary Critical Theory, London)
(MA Translation Studies, London)
(BA Visual Communication, Italy;
MA Design, Amsterdam)
The Design Museum
Science Museum London
United States / Middle East Project
British Council, Literature
London Borough of Barnet
Verlag Silke Schreiber
Bartlett School of Architecture
Institut für Auslandsbeziehungen IfA
London Borough of Bromley
London Borough of Lewisham
London Borough of Waltham Forest
Greater London Authority
London Borough of Havering
London Borough of Enfield
Hampton Court Palace
London Borough of Redbridge
Design for London
Technische Universität Berlin
British Council, Architecture Design Fashion
London Borough of Tower Hamlets
London Development Agency
Villa Romana, Florence
The Women’s Library
London Metropolitan University
Swale Borough Council
J & L Gibbons
Verlag für moderne Kunst Nürnberg
London Borough of Hackney
Tower of London
West Ham and Plaistow NDC
Neue Gesellschaft für Bildende Kunst
The Architecture Foundation
Apollonia – échanges artistiques européens
AOC, Architecture, London
CarverHaggard, Architecture, London
muf architecture/art, London
Veronika De Haas, Büro Otto Sauhaus, Berlin
Oliver Klimpel, Büro International, London and Berlin
Wolfram Wiedner, London
We Made That, Architecture, London
Web development: Queo.pt
Typeface: Merkury, by Radim Peško