For most creatives, London’s Square Mile is an inner-city Other, a largely unknown and unknowable place where men in salary-slashing suits bellow into smartphones about leverages and libor. Which makes it semi-surprising that creative studio The Beautiful Meme’s (TBM) latest large scale project is set to reside slap bang in the middle of the City.
Twentytwo, an innovative new London workspace concept will open next year. Like the numerous WeWorks that are beginning to litter London like so many discarded Pret a Manger napkins, it will attempt to make a working environment feel as eclectic, open, and enjoyable as possible. There will be a spa, a food hall, and a lobby full of art.
The TBM team have been drafted in to provide a visual identity for the development.
Tom Sharp, founder and creative director of The Beautiful Meme tells It’s Nice That, “I’ve always marvelled at the phrase ‘work/life balance’ – as if the two things are opposing entities fighting against each other, rather than work (or rather how you seek meaning) being an integral part of life.” Spaces like Twentytwo are, he says “questioning this artificial division.”
Partners for the project include illustrator Jonathan Calugi, and photography duo Baker & Evans. With an application across website, brochures, events, art prints, and building hoardings, TBM’s typically energetic – and primary colour heavy – approach to aesthetics is, in Tom’s words, a way of making things feel fun. “Design can make things more human,” he says.
“Our goal was to create a contemporary visual style that is consistent in energy and attitude, rather than rules and logo placement,” Tom tells us.
Twentytwo is set to open in late 2019.