our recent

Waitrose Kings Cross

This September saw the grand opening

of a brand new Waitrose store at King’s

Cross. The store, located next to

Granary Square, is housed in the

restored Grade II-listed Midland Goods

Shed, and features an in-store bakery, a

seating area for customers to enjoy

drinks and snacks and a cookery


Waitrose were keen to ensure that the store

layout was sympathetic with the Victorian

heritage of the building and were looking for

signage that was a modern and simplified

interpretation of the 1850s typeface and

style. Omega Signs, who have had a strong

relationship with Waitrose for over 10 years,

were brought in to help with the task.

Working to the clear Waitrose brief, Omega

developed initial concepts and designs

taking cues from the site’s heritage whilst

seeking to add a modern interpretation of

Victorian railway signage. Sample signs

were made and approval was then sought

across the board to make sure that

everyone was happy. The result is vibrant

internal signage that has great standout in

this impressive traditional building.

Installation was also a real challenge as

much of the brickwork was very old and

uneven. One solution was to again take

inspiration from the buildings Victorian

heritage and apply several signs to a steel

frame to replicate railway signs but also

crucially minimise the number of fixing

points to the brick wall.