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Rocco Princi

RAGS® branding at Princi

7 Feb 2019

The RAGS® branding to these three Greenwich awnings at Princi on London's Wardour Street is truly something quite special. The black awning fabric has been strikingly decorated with what look like streaks of white paint randomly applied in a series of frenzied slashes. In fact the graphic faithfully replicates precisely the Princi exciting branding and is supported by the famous logo located subtly in the corner of each awning cover. The appearance of the Greenwich awning front profile has also been radically altered by the way we have wrapped the awning fabric around to further enhance the surreal impression that the awning is somehow unsupported and simply floating above the pavement. This is not of course the case and the stability of the awnings are strictly maintained by the robust, yet decorative, steel side arms.

This Italian bakery is legendary for its pastries and coffee, but there’s also a full blown Italian restaurant inside. Princi is a popular, counter-service Milanese bakery and pizzeria with modern, minimalist styling. The staff themselves are all Italian so it feels very authentic and there is no menu so you just stand anywhere at the counter, when a server will serve provide  a meal that you choose from those  in front of you.

Wardour Street is famous in pop culture for a number of reasons. Most famously for the Marquee Club located at Number 90 from 1964 to 1988. 

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