Typography Concept Store Design & Branding Playtype Type Foundry & Concept Store, 2 by e-Types

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Playtype Type Foundry & Concept Store, 2

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Industry Business equipment & services
Media Design & Branding
Market Denmark
Agency e-Types
Creative Director Jonas Hecksher, Jens Kajus
Designer Andreas Peitersen, Rikke Greisen, Jess Andersen
Released February 2011


Clio Awards 2012
Design Self-Promotion Bronze

Credits & Description

Category: Self Promotion
Agency: E-TYPES
Designer: Jess Andersen (E-Types\Playtype)
Designer: Rikke Greisen (E-Types\Playtype)
Designer: Andreas Peitersen (E-Types\Playtype)
Creative Director: Jonas Hecksher (E-Types\Playtype)
Creative Director: Jens Kajus (E-Types\Playtype)
Communications: Lasse Bjørch (E-Types\Playtype)
Managing Director: Rasmus Ibfelt (E-Types\Playtype)
Managing Director: Mari Lea Randsborg (E-Types\Playtype)
Media placement: Playtype Concept Store Campaign - Cyberspace & Copenhagen - Summer 2011

Describe the brief from the client
How do we promote our new online fontshop? How do we create a new different hype about typography? How do we make the ordinary person (someone who is not designer/AD by profession) turned on by typography? How do we create a space that introduces the intangible in a tangible way?

With these questions, our main goal is to make way for every individual to appreciate typography. To make everyone able to incorporate typography into each identity and lifestyle.

Describe the challenges and key objectives
We have tried to make Playtype Concept Store the physical manifestation of the brand's award-winning online font shop. We wanted to make a playtype.com in 3D. The third dimension is the physical experience of typography — a new dialogue with a wider audience about the significance of typography as an element of lifestyle. We have tried to articulate the beauty and power of typography through fashion and art as the 2 main spheres of lifestyle.

Playtype Concept Store is also reinventing tradition with a new self-promotion concept going from online to off-line promotion — we did it upside-down.

Describe how you arrived at the final design
The interior is a visible extension of typography and Playtype products. Oversized fonts have been printed on the glazed storefront and on the walls inside and merchandise is displayed on wooden tables. The floor is tiled in black and white, taking its cue from the black on white type and creating a monochrome palette. Created as a place to further their typographic practice, the store provides a street level entry to typography - it is a place to share their passion with the public, and a place where Playtype designers can experiment with their craft outside of the studio.

Give some indication of how successful the outcome was in the market
Since the self-promotion strategy was launched in the summer 2011. Playtype.com has had an extreme success in regards of unique visitors first acquainted with Playtype Concepts Store events and products. We experience a great deal of hype through blogs, social media platforms and magazines such as Monocle, Dezeen, Creative Review, Frame, NY Times Magazine, Fast Co, etc.
Moreover, at the end of the day we do sell more fonts through playtype.com, and more products via Playtype Concept Stores all over Europe.