Greenwich Peninsula: The Tide, 4

Droga5 London has developed the brand identity and launch campaign for London’s first cultural riverside linear park on Greenwich Peninsula. Working with Greenwich Peninsula, London’s new creative neighbourhood, Droga5 London was responsible for naming the new outdoor destination, The Tide. Droga5 London developed the visual identity and campaign assets for the launch, including Turning Tides Festival. Taking place the weekends of 5th-7th July and 12th-14th July, this free art, music and wellness festival will celebrate the opening of The Tide. The Tide is designed by Diller Scofidio + Renfro, the co-designers of New York City’s High Line, in collaboration with Neiheiser Argyros and landscape architects GROSS.MAX. When completed, The Tide will be a landmark landscape feature, with a network of parks and riverside spaces along a sculptural trail that creates routes for exploring an evolving collection of free-to-view public art, exercising and relaxation. The first 1km of the 5km long landscape will be unveiled this July, featuring elevated walkways 9 metres high, flowing through native trees and giant sculptures by Damien Hirst and Allen Jones. Sunken gardens, a 27 metre long outdoor picnic table and a unique jetty garden surrounded by the river provide respite from the city bustle. The name was conceived by Droga5 London based on its unique position on the bank of the Thames which offers a new view of London over the water, and is inspired by the idea of change, in the experience along different sections of the path and the constant change and movement of the river.

To launch The Tide, Droga5 London has created an identity and launch campaign based around a kinetic logomark - a fluid, looping, strip that reflects the variety of ways the park can be experienced.