Angel

Developed by Derwent London and designed by award winning architects AHMM, it contains over 260,000 sq.ft. of office space, an exceptional atrium, a cafe, roof terraces and specially commissioned contemporary art.

We were commissioned to create effective architectural communications throughout the full development cycle of this regeneration project.

Our initial work in the early stages of the project consisted of creating a series of 'verified’ CGI images to support the planning application, to accurately assess the potential impact of the proposals within an adjacent conservation area.

Once planning was achieved, our attention moved towards the marketing of the building, looking to inspire and engage potential tenants through compelling and distinctive image and film work.

We always dig deep to find the true essence and unique selling points of any project, and at Angel there were a number of interesting stories to tell. From the reinvention of an unremarkable 1980’s office block to a precise attention to architectural detail and materiality, through to the surprising and expansive views afforded from the terraces.

Our strategy was to steer away from the typical approaches of using the hero CGI and 'fly-thoughs' prevalent in the property world, and to humanise the scale of this large building through a series of vignettes and reveals across both still image and film.

The film was conceived as a symphony, taking the viewer on a choreographed journey as the building is 'switched on' and revealed through a play of light, leading through intimate areas and details as the crescendo builds to unveil the dramatic atrium space. The film culminates with the impressive views across London from the expansive fifth floor terraces.

Once the building was complete, a specially commissioned work of art by Ian McChesney, “Out of the Strong” takes its name and inspiration from the motto on tins of Lyles Black Treacle. The sculpture is a 22m tapering spike of carbon fibre, and our live-action film documents the meticulous and at times nerve-wracking process of installing this dramatic and ambitious sculpture.

Awards:
2009 International 3D Awards: Best Architectural Film/Animation
2009 International 3D Awards: Industry Choice Award