Tower of London: Superbloom, Historic Royal Palaces


Outdoor signage totem for 'Superbloom', Tower of London by isGroup (totem in the foreground against Tower of London background view

Project name: Wayfinding for Tower of London: Superbloom

Client: Historic Royal Palaces approached isGroup requiring wayfinding signage for ‘Superbloom’, a time-limited event to be held at The Tower of London in celebration of the Queen’s 2022 Platinum Jubilee.

Sector: Visitor attractions

Location: City of London, England

The role: The nature of the service delivered – i.e. sign design, wayfinding, manufacture & installation, map design, typography and brand identity design.

isGroup created freestanding wayfinding signage that could be in situ on a variety of uneven surfaces in and around the Tower of London for a period of four months. isGroup produced structural calculations, CAD, and 3D designs, and built two prototypes for the client. 30 freestanding wayfinding signs were manufactured and installed. The whole process of consultation, sign design, manufacture, and installation was all competed by isGroup.

The brief: Historic Royal Palaces came to isGroup with a brief for wayfinding totems that are self-weighted moveable and able to stand on uneven and different types of ground, without standing in a fixed position.

Outcome: isGroup pioneered a freestanding, slimline, portable wayfinding signage system, consisting of two sign types, one with a planter and one without, both self-weighted. An aluminum frame was built, powder coated to the client’s choice of colours to protect the signs from the elements.

Lockable snap frames were used to house aluminum graphic panels, while adjustable feet ensured the signs could be levelled on uneven ground. Finally, castor wheels were added to ensure the signs could easily be transported.

The snap frame allows for changeable graphics meaning the signage can be used at future events. The sign can be double sided or single sided.

The signs were approved by our structural engineer and are self-weighted by masonry flags or planters depending on the design.

Find out more about this project on the isGroup website and via YouTube.

Case Study Submitted by isGroup. For more information please email:

View of outdoor signage totem for 'Superbloom' (by isGroup)on Tower Bridge, London