Westminster
About the Client
In some regards, Westminster is a typical Inner London borough, with densely populated streets, low car ownership, and a diverse population facing challenges related to inactivity. But it’s also unique in that it contains most of London’s biggest tourist destinations.
The Brief
Westminster City Council wanted a printed map principally to distribute to residents, to help meet the 2017 Walking Strategy objectives of encouraging more people to walk, and making walking more intuitive. It also needed to serve the 1m+ daily visitors from outside the borough.
Our Approach
To cover this large and varied area we proposed a printed map based on the scale and dimensions of our original A1 Central London Footways map – at almost a metre across, there would be ample space to include the whole borough, including northern residential areas that aren’t part of the typical West End tourist itinerary. These areas also formed the focus of our content research, as we sought to make sure they weren’t underrepresented in the features on the back of the map.
Because much of Westminster was covered on our Central London map we wanted a new approach here, so the map features 30 of our favourite streets from across the borough – places with a unique history or atmosphere for people on foot to enjoy, beautifully illustrated by intricate architectural line drawings. We also highlighted pubs found on the register of listed buildings, where you can enjoy historic architecture as well as a pint, and wrote special features on Westminster’s history, Soho food culture, and upcoming improvements to public toilets that the client wanted to showcase.
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