Vågengallerian

New name and identity generate brand awareness

Background

While Våghustorget is a well-known landmark in Örebro, the Träffpunkt shopping center located on the Våghustorget square is not. Given that 60% of interviewed residents did not know where Träffpunkt was, and many did not even know that Träffpunkt was a shopping center, drastic renaming and rebranding of the property were required.

Solution

The design and communication challenge was to rename and rebrand the mall as a shopping experience that reflects its location in the city, fashion, and most importantly, to help visitors better understand where and what the mall is now: a revitalized, modern shopping center. In Swedish, “vågen” means “the scale” and Våghustorget – the “Weighing Square” – was the popular meeting place in town.

Vågen also means “the wave.” A new visual identity was created, centered around a motion wave and implemented across a range of applications, with all communication elements designed specifically for the project. A month after reopening, 85% of residents knew where and what Vågengallerian was. Vågengallerian was named “Örebro’s best building project of the year.”

The design and communication challenge was to rename and rebrand the mall as a shopping experience that reflects its location in the city, fashion, and most importantly, to help visitors better understand where and what the mall is now: a revitalized, modern shopping center. In Swedish, “vågen” means “the scale” and Våghustorget – the “Weighing Square” – was the popular meeting place in town.

Vågen also means “the wave.” A new visual identity was created, centered around a motion wave and implemented across a range of applications, with all communication elements designed specifically for the project. A month after reopening, 85% of residents knew where and what Vågengallerian was. Vågengallerian was named “Örebro’s best building project of the year.”

Services

Branding and Identity
Strategy and Positioning
Identity Design
Brand Identity Systems
Manuals and Style Guides
Brand Activation

Wayfinding
Location and Traffic Analysis
Signage and Graphic Design
Maps
Pictogram Systems
Project and Production Management
Manuals and Style Guides

Environmental Design
Location Analyses
Brand Engagement Strategy
Placemaking Design
Environmental Graphic Design
Light Design
Project and Production Management

Client
Alecta Fastigheter
Aberdeen Standard Investments
Newsec

Sector
Retail

Partners:

Architect
Sweco Architects

Construction
PEAB

Manufacturing
Candeo Skyltreklam