Droga5 London, Martin Parr and CSM Unite to Rebrand Coal Drops Yard in King’s Cross

London-based creative agency Droga5 has unveiled a launch campaign and new visual identity for Coal Drops Yard, the Heatherwick Studio-designed shopping and restaurant district in London’s King’s Cross, featuring work from artists including Martin Parr.

Coal Drops Yard, opening 26 October 2018, will be a vibrant new shopping district at the centre of King’s Cross, home to over 50 stores, restaurants and cafés, bringing together a community of like-minded brands in a reimagined set of historic buildings and arches directly adjacent to Granary Square and Regent’s Canal.

Inspired by the architecture and diversity of the space, as well as the stores set to call Coal Drops Yard home, Droga5 has created a new visual identity containing an eclectic, thought-provoking mix of images that sit within abstract windows and shapes derived from both heritage features and Heatherwick Studio’s contemporary design. The font in the brand’s visual identity mirrors the shapes of the architecture, with the curves of the lettering matching the iconic arches of the buildings. 

The campaign tagline “All Consumed” aims to both redefine what we consider as ‘consumption’ and echo the wide range of experiences at Coal Drops Yard. In Droga5’s definition, ‘consumed’ reflects the visitor experience of being submerged in the engaging, thoughtful and eclectic nature of the shopping, dining, event and public spaces the area will offer. This is a mixture of elements that when added together serve to differentiate Coal Drops Yard from London’s more conventional shopping districts, with Droga5’s campaign strongly projecting this more curated and considered approach. 

The visual identity design aims to reflect the journey of exploring this idiosyncratic district. Information is 'randomly' placed in the communications, rather than dictating the audience's experience with headlines, end lines and other standard design formats. 

The aim is to leave people’s eyes to ramble and discover – something that the space itself encourages. As a result, the design is always unexpected, ever changing.

The outdoor and digital campaign features work from twenty five illustrators, photographers, animators & visual artists, including artists such as Martin Parr alongside recent Central Saint Martins graduates, with the university located directly opposite Coal Drops Yard in Granary Square.

The online campaign will run across Instagram, as well as other social media channels. The visual identity is launching throughout October. 

Rachele Caltagirone, Head of Marketing (King’s Cross) at Argent said: “The campaign created by Droga5 perfectly reflects the Coal Drops Yard experience. It is bold in both colour and tone, capturing the energy of the space and the people who have come together to form the district, while also remaining considered in its messaging, conveying the more cerebral nature of the visitor experience. Droga5’s work is rooted in King’s Cross, accessible and informative, while retaining the aspect of discovery that is so important to what makes Coal Drops Yard exciting, incredibly different and entirely new.” 

Chris Chapman, Head of Art at Droga5 London, said: “Coal Drops Yard houses a range of experiences within the arches of this unique site. We hope our work reflects this — and the vibrant diversity of King’s Cross.”