Krämaren

Modernism regains its former sheen

Background

Built in 1963, Krämaren was an outstanding example of modernist architecture, combining living quarters with commercial activity. Decades of brutal rebuilding and a lack of design consideration robbed Krämaren of much of its character. Krämaren’s visual identity no longer reflected a modern shopping center or represented the architect’s original futuristic ambitions.

Solution

The new corporate identity has the spirit of the search for technological advancement that characterized the 1960s. The building has a big personality, so we gave the entrance signs a sense of vibrancy. They breathe on and off when Krämaren is closed. A clear and functional wayfinding system was implemented over the three floors of the shopping center. Framed in Krämaren yellow and made of matt rubber, the signs have a special, attractive appeal with a tactile quality, while also serving as clear and functional wayfinding systems.

The new branding restored the optimistic feel that Krämaren had in the 60s, turning it back into one of Örebro’s most popular retail destinations.

The new corporate identity has the spirit of the search for technological advancement that characterized the 1960s. The building has a big personality, so we gave the entrance signs a sense of vibrancy. They breathe on and off when Krämaren is closed. A clear and functional wayfinding system was implemented over the three floors of the shopping center. Framed in Krämaren yellow and made of matt rubber, the signs have a special, attractive appeal with a tactile quality, while also serving as clear and functional wayfinding systems.

The new branding restored the optimistic feel that Krämaren had in the 60s, turning it back into one of Örebro’s most popular retail destinations.