At the heart of Soho, opposite the infamous Dog and Duck, Frith + Bateman occupies one of the area’s most recognisable corners. With small office units above, and retail at street level, we wanted to capture Soho’s true character, show the energy, socialising and full personality. The corner itself became our focus, a natural meeting point where people connect, gather and return time and again.

The building’s dual frontage offered a unique opportunity to explore movement and perspective. Early ideas played with lenticular-style graphics to express this sense of shift and interaction, which evolved into a bold, flat graphic language inspired by the same visual rhythm. The phrase “Meet Me on the Corner” emerged as both concept and invitation, bringing people back to the spirit and spontaneity that define Soho.

We brought the story to life through a journey that follows two friends spending a day in Soho, breakfast, shopping and late night conversation, celebrating the area’s everyday energy. The lenticular-inspired design translated into a striking window installation spanning both street elevations, creating a strong visual landmark. Following the launch, we developed a series of short social films that continued to explore the “corner” theme, each celebrating Soho’s unique ability to bring people together.