Loose Joints Studio

Loose Joints Publishing

Soft Opening is a gallery space open 24/7 inside the listed underground mall of Piccadilly Circus Station in the heart of London.

Working closely with the directors from the conception of the project, we assisted with the naming and conceptualising of this unique art space. Given that the underground gallery is never publicly open, our design emphasised the display-case feel of the space through a humorous approach to typography, exhibition graphics, posters and vinyls, referencing locksmith stickers, London wheatpasted flyers, and the marble textures of the station walls.