St. Giles Circus - The Now Building

Steeped in a rich artistic history, The Now Building in London is an architectural marvel designed to revive the musical majesty of the formerly named 'Tin Pan Alley''.

Inspired by the striking lights of Times Square in New York, the new, multi-purpose music venue and art installation is truly a sight to behold. Boasting a foyer that is covered from wall to ceiling with 8K screens broadcasting entertainment, music and digital artworks in breath-taking 360-degree, interactive 4D quality. For such an incredible, interactive and artistic experience – the ventilated flooring grilles were never going to take centre stage! However, the high quality systems were specified to perform and subtly enhance the spectacular digital aesthetic and unmistakeable gold exteriors surrounding them. 

An immersive experience

Regarded as London’s new home of music, art and culture, The Now Building plays host to 5 stories of interactive digital art, venue rooms, restaurants, studios and more. To achieve such an immersive experience for visitors, ventilated flooring grilles were specially designed and adapted for the floors, skirting and feature walls. INTRA Ceiling Grilles were also specified to hide various structural and functional services above, masking the pipework and HVAC units.

The grille flooring uses a bespoke hinge bracket, custom designed for the project, to provide easy access to electrical socket points below. When it came to the feature walls, INTRA created a unique solution; the first of its kind on the market: a tailored version of INTRAgrille T2850, designed to plug the ventilation gaps for the huge 8K screens, allowing airflow to pass through and keep the screens from overheating. A matt black coating keeps this grille work ‘invisible’ – ensuring it doesn’t detract from the visitors’ viewing experience.

Truly Spectacular!

Proactive developing our existing product range to solve specific challenges for the site was one of the core successes of this project, as we were able to mould new fixings to help achieve Orms original design vision.

The finished article is truly spectacular. The Now building and wider Outernet complex is now a centre piece of London’s artistic culture. Having already hosted some of the biggest names in British music and art, our INTRAgrille product enables the immersive experience to take centre-stage.