Peter Saville’s Original Modern concept for Manchester is now being rolled out across the city in many different forms.

The latest is the Original Modern lightshow in the Bridgewater Tunnel beneath GMEX, the former Central Station. The words ‘Be Original’ and ‘Be Modern’, with letters as multicolour dots, are projected onto both sides of the tunnel, which like many of its era is covered in smooth tiles.

The design concept, with its multi-colour neon-like bars on a black background, is also visible on other pieces of advertising and promotion, including a billboard ad welcoming the Labour Party conference to Manchester.

The concept looks to me like something from Harvey Nicks or Selfridges, which seems appropriate now that Manchester has become a centre for designer boutiques. Peter Saville has worked with many famous companies and brands over many years, and was commissioned to bring his talent and experience to the business of promoting Manchester.

Whether drivers and pedestrians using the Bridgwater Tunnel take up Peter’s enjoinder to ‘Be Original Be Modern’ remains to be seen.

The Bridgewater Tunnel lightshow is the first of many uses of the concept which will be appearing in the coming weeks and months. Keep visiting Eye On Manchester to see snapshots of the campaign on the streets of Manchester.