We were appointed to redesign and re-style the fourth floor of Paramount Court — a seven-storey Art Deco-inspired residential building in the heart of Fitzrovia, W1. The building holds significant local heritage, originally conceived by the same design team responsible for the long-lost Paramount Cinema that once stood beside it. Our brief was to breathe new life into the common parts, honouring the Deco roots of the architecture while updating the aesthetic with a confident, contemporary twist.

Working within the existing framework of the building, we reimagined the fourth-floor corridors with a carefully curated palette of textures and tones. We designed a suite of bespoke ‘skyscraper’ wall lights, collaborating with artisan makers Fritz Fryer to bring them to life in opalescent glass and Tiffany-style metal leading — echoing the vertical elegance of 1930s architecture.

Our graphics team created a set of custom-designed, Deco-inspired wayfinding letterforms, beautifully crafted in antique bronze finishes, which now lend a touch of grandeur and identity to the corridors.

After this we moved on to some concept designs for what the new lobby could look like, have a look over here.