A Matter of Principal
Principal Tower is Foster + Partners’ first London residential tower, a unique 50-storey building in the 'unsquare mile' of London on the borders of Broadgate and Shoreditch.
Poised to become a world-class building in the iconic skyline of London, the tower features 298 apartments, a penthouse, lap pool, spa, a state- of-the-art gym, cinema, and a private lounge.
As part of a collaboration with property CGI designers at Identity, Juice London were responsible for all of the offline components of the project including the logo, identity, brochure design, hoarding, branded merchandise and print management.