The Big 4,
London, UK

Using light to reinterpret the image, form and narrative of a brand sculpture.
Client
Channel 4
Designer
Freestate
Main Contractor
Mike Smith Studios
Photographer
SMLA

Celebrating the 25th anniversary of Channel 4, the Big 4 was a project conceived and realised by brand communications agency Freestate and involved turning the company’s iconic 4 logo into a 16-metre-high sculpture outside its headquarters in London’s Pimlico.


“
The aim was to reinterpret the complex structure so that it would be seen quite differently after dark.”