Hilltown is a mixed-used retail destination combining an open-air shopping district with a two-level enclosed mall and an on-site attached hotel. Unlike other retail projects in Turkey, this retail experience focused on neo-traditional architectural style juxtaposed with contemporary interiors. The Signage became a bridge between the Neoclassical design language of the building’s architecture and the modern retail interiors. Material choices responded to the architecture. Exterior signage was developed utilizing stone or cast concrete to seamlessly integrate the surroundings. The interior wayfinding played off the contrast within the warm, rich tones and geometric patterns and incorporated a dark brown color palette and teal highlight for detailing.

The overall aesthetic truly embraced neo-classical forms and details, specifically traditional Parisian Signage. Our design team was inspired by one of the most beloved features of the Paris streetscape, the Morris Advertisement Columns. Given the center’s architectural look and feel, we wanted the navigational experience to add to that architecturally-branded atmosphere. The wayfinding would not only serve to move you throughout the space but would also help transport your mind to the streets of Western Europe. The system was developed for the Istanbul location and is also utilized for the Hilltown Karsiyaka location in Izmir.