Jeu de Paume
Balancing history and modernity to bring a new retail development to life
Sensitive brand identity and wayfinding that integrates new retail into the heart of an historic French city.
Jeu de Paume is an exciting new scheme in Beauvais, France, which integrates a retail development into the historic street plan of this Cathedral city. Holmes Wood were tasked with creating a brand identity for the scheme that would balance modern and historic aesthetics. Our theme drew on a core feature of the development – the preservation of 15th century archaeological remains at the heart of the site. Our designs allude to the city’s heritage while conveying the energy of contemporary retail and leisure, with flexibility in the brand’s application across multiple touchpoints. We also created a custom set of pictograms and deployed curved form language across all wayfinding, with bold environmental graphics and vibrant colour palette to bring the scheme to life.