Geotype Submission

The Geotype project charts the rich history of lettering and type forms that have established the identity of cities and towns around the world. Explore the map

How does this letter-form communicate its location?

P Franco is a wine shop on Lower Clapton Road, situated in a more gentrified area of Clapton. The surrounding businesses are made up of newer cafes, restaurants, and shops marketing to Clapton's new demographic. Instead of having their own branding, they've chosen to retain the fascia from the previous occupants (side note: the sign was fully intact at one point, however, on closer inspection, I can see a pigeon living in a hole in the fascia, so perhaps they took half the sign down to preserve the pigeon's nest). This is clearly an intentional decision, as the surrounding hoarding has been repainted in a vibrant blue colour. There is a stark juxtaposition between the old branding and the newer occupants. The old fascia features clashing primary colours, chaotic composition and a slightly dated typeface; Cooper Black. P Franco supplies fine wines and holds regular wine tastings, something that would be extremely uncommon in pre-gentrified Clapton. Their lack of branding works in their favour - it has allowed them to transcend to 'hidden gem' status, only accessible to those in the know, and inaccessible to tourists. However, it is also shows a reverence towards the impact of gentrification, and how the layering of new communities over old ones can destroy the original spirit of the area. I'm unsure whether P Franco has accomplished this goal - despite the original hoarding still being visible, it has been preserved almost like an art installation, perhaps even having the adverse effect of highlighting the impact that gentrification has had on the area. If someone was looking for a Chinese cash & carry and stepped into P Franco, the reaction would no doubt be quite jarring.

Location

107 Lower Clapton Rd, Lower Clapton, London E5 0NP, UK