Southwark Council: Santander Cycle Hire

Southwark Council approached London College of Communication to design innovative ways that would encourage people to use the Santander Cycle Hire and docking station on Harper Road, Elephant and Castle.

Postgraduate Certificate Design for Visual Communication and Postgraduate Diploma Design for Visual Communication graduates, Fiona Board, Fiona Gather-Stammel and Yael Tur-Shalom, worked on this brief. They conducted research into the barriers to usage of the docking station. They designed Superdigits (large colourful numbers) to numerically demonstrate how quick cycling can be to destinations which local people usually drove to or took public transport.

With funding from Eco-Innovation Initiative of the European Union, the Superdigits were fabricated at London South Bank University’s Digital Architecture Robotics Laboratory and were placed at the corner of Harper Road and New Kent Road, surrounding the Santander Cycle Hire.