Alecta Design & Branding VÅGEN GALLERY by Frid Horsnell Design

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VÅGEN GALLERY

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Sweden
Agency Frid Horsnell Design
Creative Director Matthew Horsnell
Released November 2010

Credits & Description

Category: Permanent Retail
Advertiser: ALECTA PENSIONSFÖRSÄKRINGAR THROUGH NEWSEC ASSET MANAGEMENT
Product/Service: GALLERY/SHOPPING CENTRE
Agency: FRID HORSNELL DESIGN
Date of First Appearance: Nov 24 2010
Entrant Company: FRID HORSNELL DESIGN, Stockholm, SWEDEN
Design Manager: Patrik Frid (Frid Horsnell Design)
Creative Director: Matthew Horsnell (Frid Horsnell Design)
Media placement: 130 M2 Facade Sign - Vågen Gallerian - 24 November 2010
Media placement: Vågen Gallerian Logotype - Vågen Gallerian - 24 November 2010
Media placement: Entrance Portal Graphics - Vågen Gallerian - 24 November 2010
Media placement: Entrance Wallpaper - Vågen Gallerian - 24 November 2010
Media placement: Wallpaper In Stairwell - Vågen Gallerian - 24 November 2010
Media placement: Elevator Interior - Vågen Gallerian - 24 November 2010
Media placement: Wayfinding System - Vågen Gallerian - 24 November 2010
Media placement: "g" Shaped Sofa - Vågen Gallerian - 24 November 2010

Describe the brief from the client
Örebro is Swedens seventh largest town with around 130,000 inhabitants located in central Sweden.

While Våghustorget is a well known landmark in Örebro, with a main road, busy bus route and popular walking street passing by, the Träffpunkt shopping centre located on the Våghustorget square is not.

With 60% of interviewed inhabitants not knowing where Träffpunkt was and many not even knowing that Träffpunkt is a shopping centre, a drastic renaming and rebranding of the property was required for both the customer and property owner.

Describe the challenges and key objectives
The design and communication challenge was to rename and rebrand the gallery into a shopping experience that reflects its location in the city, fashion, and most importantly to help visitors better understand where and what the gallery now is: a revitalised modern shopping centre.

Describe how you arrived at the final design
A new visual identity was created which was centred around a motion wave. To landmark its location we renamed the shopping centre Vågen Gallerian.

In Swedish ’vågen’ means the scales, and 150 years ago the towns popular meeting point was the market area, Våghustorget (the weighing square).

But ’vågen’ also means the wave. We liked this interpretation of the word in terms of movement and energy, apects that an active, vibrant shopping centre exudes. We considered Vågen Gallerian as the new wave of fashion.

Give some indication of how successful the outcome was in the market
We believe we created an environmental graphic design package that was of a high quality and created an impressive impact, receiving attention on local fashion blogs, newspapers and radio.

The projects environmental graphic design solution is unique, with no other shopping centre in Sweden like it in terms of ambition and use of new materials. All communication elements were designed specifically for the project.

The astute use of colour, materials and placement has produced something which was not only functional but commercially appealing and successfully communicates a new meeting point for the people of Örebro.