Groove at Central World is a new landmark that will turn Bangkok into a leading metropolitan city for wine and dine in the ASEAN region. Spanning 20,000 square meters along the side of Rama I Road in front of The Offices at CentralWorld, this new hotspot brings together a variety of world-renowned restaurants, gastro bars and patisseries in one place.
The Groove at Central World signage system was designed by Farmgroup. The aim was to provide navigation for Central World customers and to link Groove to the main building. The signage was designed to harmonize with the façade and building infrastructure. The perforated aluminum surface of the façade plays an important role in the Groove’s visual identity. We used this element to create a pictogram and type specimen for the metallic signs to reflect the futuristic concept for this dynamic landmark.