The Victoria Gate celebratory screen print references the textile-inspired facades of the city's new John Lewis flagship store and shopping centre car park.
The John Lewis facade, using 2 layers of subtle colour differences, mirrors the white, etched concrete material in a recognisable diagrid format. This has also been lightly embossed to enhance representation of the 3 dimensional structure.
To the left features a series of silver strips, cut and twisted in representation of John Lewis' adjacent twisted aluminium-clad car park. This, when constructed, mirrors the intense shadows evident on the facade, amplified by the metallic sheen supplied via the silver finish.
The Victoria Gate stencil signage featured top right has been printed in dark grey in subtle reference to more of the shopping centre's exterior and interior herringbone floor.
Providing visual balance to this and also printed in dark grey is the exclamation of the shopping centre as 'An architectural celebration of Leeds' textile heritage' followed by the date of its opening. This is clear, and direct in its message, establishing a dominant tone of voice that is reflective of the stature of the new high-end shopping centre.
All of the above has been printed on a terracotta-coloured stock - this in reference to both the shopping centre's exterior and surrounding architecture that has been a part of Leeds' established heritage dating back significantly.
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