Preview: Spiritland
The Spiritland logotype.
Luke Powell and Jody Hudson-Powell have created the visual identity for Spiritland, a new London eating, drinking and listening venue that houses the best sound system in the world.
Spiritland is a cafe, shop and workspace by day and a bar by night, serving food by Ed Wilson of Brawn, one of London’s finest ingredient-led restaurants. It also hosts an active radio production suite – Spiritland Sound Studio – where programmes and live broadcasts will be regularly produced in full view. All these elements are served by the venue’s sound system that plays all day, every day. Built without compromise by Living Voice it plays music in a clarity, definition and precision that is rarely heard.
High-end audio is the main focus of the venue and is in turn the focus of its brand. The identity is an ever-changing waveform that grows, lives and listens to the wide-ranging music it represents. Inspired by the aesthetic of traditional analog equipment, the logo’s curved forms are able to represent both the technical brilliance of the system and otherworldly feeling of experiencing it.
Symbols inspired by waveforms.
Spiritland is founded by music consultant Paul Noble, previously of Monocle and BBC Radio, and Patrick Clayton-Malone and Dominic Lake, who previously commissioned Jody and Luke to create an identity for their restaurant chain Canteen. The venue officially opens its doors in September 2016.