New at Pentagram

New Work: 3 at Saks Fifth Avenue

This week our longtime client Saks Fifth Avenue reopened its designer collections on a newly renovated third floor. In the works for two years, the 50,000 square foot space is home to 49 collections, including 23 designer shops for brands like Dolce & Gabbana, Chanel, Gucci and Louis Vuitton, as well as a section for emerging designers. The floor has been outfitted with custom furnishings and fixtures by artists and designers including Zaha Hadid and Michele Oka Doner. (Take a video tour with Nina Garcia of Marie Claire and “Project Runway.”)

As part of the reinstallation Pentagram created a brand identity for the floor. The 49 names were rendered in Cyrus Highsmith’s Novia and combined to form a number 3. The Saks staff has adapted the font and identity for installations throughout the store.

Some sample applications of the new identity appear after the jump.