newopenings
launchpad
Mind Design were commissioned to design
the identity, signage system, some interior
elements and all printed material. The identity
consists of a number of rising patterns made
up of shapes that relate to elements in the
architecture of the building and the idea of
height. The visual identity was also inspired
by the Op-art movement of the 1960’s, and
particularly by the work of the artist Victor
Vasarely.
In collaboration with Helen Bangso Andersen
of Tom Dixon they also designed three rugs
displayed in the foyer, as well as the sliding
glass screens in the private dining area.
really counts and on that score, the building has bar. This floor houses much of the plant that serves glass screen walls of the private dining room. These
many plus points. Most of its floors are rented by the building, taking up a vast majority of the floor shapes are picked out from the protruding concrete
blue chip tenants (although for many years the space. The gallery is little more than a corridor with frames that surround the windows of the building,
building remained empty as its owner, property occasional wider break out spaces, suitable for single as illustrated in the graphics shown, created by
tycoon Harry Hyams, refused to rent it by the floor, tables and chairs. Floor to ceiling glass walls take full Mind Design. The lighting throughout the scheme
insisting instead that he’d only rent the whole advantage of the sights across London. is worthy of mention. GIA Equation have created
building to one tenant) and nightclub entrepreneur, To gain access to Paramount there is a private shadow, pools of light and colour in all the right
Pierre Condon, has created a members only club external staircase on New Oxford Street. Inside, on places to help provide exactly the right mood at any
open predominantly to people from the world of the mezzanine level, is the reception desk, made of time of day or night.
television, film, media and the arts. Members need copper and three high-speed lifts that rise to the Certain bars and restaurants should be visited
to be vetted and voted in by a committee, which upper floors in seconds. The rounded copper desk, simply because of where they are and Paramount
includes Stephen Fry. designed by British designer, Tom Dixon, was made is one of them. Sadly, as a members only venue,
The 32nd floor is reserved for club members. It by Random in Brighton, as was the abstract bar most people will miss out on the pleasure of going.
has a small restaurant with 24 covers with a separate on the 32nd floor. In collaboration with consultant Those who are lucky enough to get invited as a
private dining room that seats 22. There is also a architect, Mark Way, Tom Dixon designed the entire guest should jump at the opportunity. It’s a finely
lounge area that wraps around the central bar, with space, which is sophisticated and classy and has a designed club in a spectacular space. •
clusters of tables and chairs positioned mostly by sixties retro feel to reflect the age of the building. www.paramount.uk.net
the windows, so members can enjoy the views. The Aspects of the building’s exterior are reflected
floor below is available for private hire, catering in much of the design and branding. Diamond, Design Tom Dixon +44 (0)20 7400 0500
for up to 300 guests standing or 150 seated. This hexagonal, oblong and triangular shapes appear Graphic id Mind Design +44 (0)20 7254 2114
spacious interior has been well designed with an constantly; in the copper and wood panelling on Lighting GIA Equation +44 (0)20 7202 1440
attractive 10m long zinc bar. The viewing gallery one wall, in the grill bars that separate the lounge Furniture Twenty Twenty One
at the top doubles as a champagne and cocktail from the restaurant and as a pattern within the +44 (0)20 7837 1900
GS MAGAZINE 19 SUBSCRIBE - 020 7833 3772
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