Diamond is a way-finding system that creates an opportunity for an alliance that centralizes all the must-see retail design and shopping destinations for tourists and local shoppers in SoHo. Every participant to this alliance gets their branding on the map while receiving an identifier outside their stores. Thus, brand recognition increases for those who are a part of the way-finding system while creating centralized location information kiosks throughout the neighborhood.

The kiosks' design is a conflation of a sense of luxury branding and the aesthetics of the historic cast-iron landmarks. It resembles a scaled-down version of a building in SoHo, but the visual impact is intensified with a matte black monolithic approach with brass, black aluminum, and silver aluminum details. Look at the map, find the identifier symbols, and start exploring SoHo!

The kiosk is made out of Signfoam and finished with Permalac black matte lacquer. It is 7’-0” by 3’-0”. The front side includes the information on top, and the CNC routed building reliefs on the bottom. The backside has a line illustration of a cast-iron building made of silver and black metal and brass. The identifier diamonds are attached to the flags of the participant stores.