The Shard is a new innovative architectural and pioneering project which will top the Moscow Tower in being the tallest building within the European Union in the prestigious London Bridge quarter of Central London, England, aimed at providing a luxurious leisure point of interest encompassing the services of Hotel, Spa, Offices, Residencies and Restaurant for business elite, wealthy internationals and people who want to have the best of what London has to offer in an era where London is focused on defining itself.
Moscow Tower
The Shard Developmen
The exclusive new restaurant on top of ‘The Shard’ . . .
. . . is needing a name. . .
The first thing we did was consider the venue…The Shard is an exclusive, exquisite location which will be synonymous with the top brands, people and services in London. Restaurants in its market sector are
…Beach Blanket Babylon [Notting Hill],
…The Collection [South Kensington]
…Cocoon [Mayfair]
We considered each of these restaurants and their approach to brand naming. Beach Blanket Babylon is an unusual name, which connects three unrelated words to create a phrase of alliteration which rolls off the tongue. It helps in positioning BBB as unique in the market…which its interior and service also reflects. It is clear to see why ‘Beach’ is one of the terms: everybody loves hot sand on a terrain of leisure, luxury and relaxation….but Blanket? Babylon? It is hard for customers to see the meaning and this is intriguing and perhaps makes the brand name difficult to forget because of its mystery and allure. The most important thing here, is that the name reflects the interior: the converted Georgian mansion, comprising of various rooms interconnected by walkways, tunnels, bridges and staircases; The Chapel, Scullery and Crypt blends Versailles opulence with ‘Boho’ chic and maximalist Baroque and Rococo touches
[1].It looks like the set of A Midsummer Nights Dream. 
The second venue uses a less creative approach to brand name: The Collection is simple, to-the-point and does not allude anything exotic nor beautiful. Its service, product and experience are however exquisite; so perhaps the approach was to create a hidden gem in the heart of Chelsea and communicate that simplicity in itself is exciting. This being said, I have on numeral occasions forgotten the name because of its lack of presence or appeal, despite loving the restaurant and bar. This brand name approach may not, hence, be the most effective.
The third restaurant within our market analysis is named in a way which instigates imagery, imagination and illusion. A cocoon: the birth of a beautiful butterfly? the shell of a hidden form of iridescence? The pronunciation of the word also has a ring to it: with the two ‘c’ sounds making it a nice word to relay to people. This name is strong. It does not relate much to the pan-asian dishes served within the restaurant; however it does relate to the interior shaping and furnishing…
GOING BACK TO THE SHARD…..
How can we create a mysterious, exciting, appealing name full of imagination and imagery which still relates to the building and purpose of the Shard restaurant?
How do we define the qualities of the restaurant, design of the building and ?
…. being world class, corporate, leading, high end, cutting edge, futuristic, pristine, chic, with a unique design & aura
….an exceptional environment in one of the most sought after commercial addresses in london
….with the highest unobstructed 360 views over london
… and an interest in promoting healthy wellbeing
WE WANT NAMES WHICH REPRESENT ENDURANCE, LONGEVITY AND ARE FEEL GOOD, INVENTIVE AND EMOTIVE
Tangible Brand Name 1
Thinking of the brand values which represent The Shard, we deliberated on a word which has a unique meaning which represented at a distinct angle all that The Shard is about……Intricate and refined delicacy, doing things in a subtle and delicate manner; sophistication…..
FINESSE
Tangible Brand Name 2
Something simple, classic which sums up The Shard restaurant experience and explains in one word the competitive advantage which makes The Shard restaurant unique and better than its competition, because if a name is going to communicate anything, it should communicate this….
360
Tangible Brand Name 3
A noun which is short and snappy and sums up the target audience. It will be easily marketable and will reach out to the right people in the right place. When put in its context…’The Elite at The Shard,’ there is a ring to the phrase which creates a pulling force and makes you want to visit….
elite
Our Final Choice
We would recommend 360 because it is unique and relays perfectly the nature of the restaurant. The Shard is the biggest building in Europe and 360 will be the only restaurant whereby customers have unparalleled 360 degree unobtrusive views of one of the finest cities in the world….London. It is easy to remember and difficult to forget at the same time. It gives off a sophisticated, quirky yet classic image and fits into the contemporary, modern feel of the building and interior of the Shard
In terms of corporate signage, I would suggest The Shard opting for a contemporary symbol rather than a complex representative piece of signage; something simple and classic which customers will automatically connect to the restaurant, but which has an emotional connection and value to the managers and owners of the Shard.
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