Originally opened in Auckland in 1964, 246 Queen Street was a bold, modernist architectural statement and forward thinking fashion and retail location. It is now subject to a full renovation by developer Wilshire Group and architecture studio Fearon Hay. To communicate the movement into a new era, Studio South has created the brand identity and communications for the building.
The identity is led by a ‘Q’ logo, directly inspired by the curved accents of the building’s three large vertical windows which feature on both street faces. The colour palette is a reference to classic and muted tones found in Terazzo tiles and mid-century design artefacts.