Phones away. Lights down. Get lost.

Created with Secret Cinema founder Fabian Riggall, LOST reimagines the former Odeon Covent Garden as a phone-free world of music, performance and immersive nightlife. Before becoming a cinema, the building was the Saville Theatre, with its own history of music and counterculture already embedded in the walls.

That history gave us plenty to work with. Rather than placing a polished identity on top of the space, MIDFIELD created something rawer and more direct, allowing typography, materials and the building itself to do much of the talking.

Signage, maps, wayfinding, environmental graphics and digital touchpoints all form part of the same visual language. The system helps people navigate a complicated building, but never explains too much. Getting a little lost is part of the point.