Edinburgh Festival Fringe needs no introduction. The world's largest festival showcases an extraordinary collection of cultural and artistic performances every year in August. Our capital city comes alive with vibrant colours, shows and events growing year on year.
The Street Events team challenged us to work closely with them and their sponsor to re-energise, refresh their brand and re-configure their open air venue situated on one of the most iconic streets in the world. Ultimately, to turn a street into a venue.
The High Street on Edinburgh's famous Royal Mile is a street which is steeped in history and globally renowned. We wanted to celebrate and pay homage to its identity and features - architecture, cobbled streets and dark closes.
We researched, asked questions, looked at our experiences and talked to the artists themselves to ensure the re-configuration of the event layout not only improved the visitor journey but also enhanced the performers experience. With our experience and insight, we created a concept capturing key features of the space and transforming them into wayfinding, illustrated stages, brand interactive viewing platforms, quirky 'pigeon' residents, brand 'gargoyles' and a clear arched entry destination to create a 360 experience that worked with in tandem with the iconic venue.
Credit Work completed while at 442 Design
With a clear and well thought out wayfinding system to complement the new event layout, visitors were able to navigate the event easily and identify performances and acts through the chaos of Edinburgh's Royal Mile during the Festival. A strong brand presence was built at various customer touchpoints creating more brand awareness without detracting from the beauty of the street and well designed stages and dressing ensured the longevity of the events look and feel for years to come.
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