The Royal Majestic — interiors, branding & CGIs, NW6

The Royal Majestic

Layout optimisation, interior design concept and specification, and the complete marketing package — branding, brochure, website, hoarding, internal and external CGIs and a VR show home — for sixteen apartments on Willesden Lane, for Gage Properties.

Client

Gage Properties

Location

Willesden Lane, London NW6

Scheme

Sixteen apartments — one, two and three-bedroom

Year

2021

The Royal Majestic front elevation CGI, Willesden Lane, London NW6 — by HDEY — The Royal Majestic — stone, brick and set-back balconies on Willesden Lane

What we delivered

Layout optimisation
Interior design concept
Specification
Development branding
Logo design
Brochure design
Website
Hoarding design
Internal & external CGIs
VR show home

The project

Sixteen apartments — one, two and three-bedroom — on Willesden Lane in NW6, for Gage Properties, ready for occupation in 2022. Bespoke interiors, private terraces and parking.

The client wanted to keep the name of the building that stood there before it, as a nod to the generations who used it.

The Royal Majestic corner view CGI showing the stone and brick elevation, London NW6 — by HDEY — The corner — the view most people meet it from

The Royal Majestic garden view CGI with planting and terraces, London NW6 — by HDEY — The garden side, and the terraces above it

The communal areas

The communal hall was specified as carefully as the apartments. Terrazzo underfoot, a deep green door, brass detailing, and bold flat numbering.

The corridors carry the street name in the same typography as the brochure, so the identity is present in the building rather than only in the marketing that sold it.

The Royal Majestic communal entrance hall with terrazzo flooring, green door and wall-set wayfinding, London NW6 — by HDEY — Communal hall — terrazzo, brass and bold numbering

The Royal Majestic corridor with Willesden Lane wayfinding lettering, London NW6 — by HDEY — The corridor — the address, set into the wall

The Royal Majestic balcony CGI with hanging chair and planting, London NW6 — by HDEY — Private terrace — specified, not left as a slab

The Royal Majestic elevation CGI showing stone piers and recessed balconies, London NW6 — by HDEY — Elevation — the balconies set back into the stone

The identity

The mark is an RM ligature — a fine high-contrast serif where the R and the M share a stroke — in cream on a deep navy. It reads as a monogram at brochure scale and as a graphic device blown up across a hoarding, which is what a scheme with a long build needs.

Navy carries the brochure, the website and the hoarding on Willesden Lane. The brochure alternates the CGIs against generous white space, so the pages that sell the interiors and the pages that sell the building are set to the same rhythm.

The Royal Majestic site hoarding in navy with the RM monogram, Willesden Lane, London NW6 — by HDEY — Hoarding — the monogram at street scale

The Royal Majestic brochure cover in navy with the RM monogram, print design by HDEY — Brochure — the monogram, cream on navy

The Royal Majestic brochure open at the interiors spread, print design by HDEY — Inside — the interiors spread

The Royal Majestic brochure open at an exterior CGI spread, print design by HDEY — And the building, given a full spread

The Royal Majestic website shown on a desktop screen, web design by HDEY — Website — the CGIs doing the work

Explore the VR show home

VR show home — walk the apartments, via Lapentor

This project was delivered under the Ademchic brand.

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What we delivered

The project

The communal areas

The identity

Explore the VR show home

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